Bar Chido

Bar Chido is a modern cantina concept with a focus on making mind-blowing tacos and delightfully refreshing tequila cocktails. The project led to a brand that was designed, and then re-designed for a post-pandemic experience. The Bar Chido brand identity is infused with a fun energy to let people know they’re in for a good time before they even walk through the door.

With Bar Chido, the team was looking for creative solutions to bring their new cantina concept to life. The goal was to develop a high-concept experience you’d find in the downtown restaurant district, but to bring it to life for the suburbs, generating a natural buzz and separating the establishment into a league of its own. As the launch date of May 5, 2020 approached, the pandemic forced all involved to re-think components of the concept. EightySeven and the Bar Chido team collaborated for over a year developing new creative solutions, processes, and ideas to create the ultimate post-COVID dining experience.

With the identity, we wanted a look that felt welcoming and warm, without feeling fake. With a pastel color palette that draws inspiration from the personality-rich building colors of Mexico, there is an inherent “vintage” vibe to the identity that also feels fresh and modern.

The logo typeface was a hand-drawn typeface that lends a “hand-crafted” element to the look. While the primary typeface used across the identity is Champion, used for its flexible width and ties to vintage boxing posters, we wanted our our font to also serve as a strong visual design element.