Ruby’s

The 'RUBY'S' logo superimposed over the entrance to the restaurant. There are string lights hanging above, surrounding palm trees and leafy plants, with a clear sky in the background.

A casual brand for some serious food.
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Brand and environmental graphics for Ruby’s

Ruby’s is the best Mexican restaurant this side of the Pacific. They came to us with a desire to refresh their brand, and appeal more strategically to their local Papamoa-based customers.

A table with a variety of Mexican dishes including tacos, tostadas, and drinks, with a sign in the background reading "Rubys Tacos & Tequila."
Bold yellow background with black text that reads 'Tacos & Tequila' in a stylized font.

We took an approach that didn’t lean too far into a typical ‘authentic’ look, instead aiming to sit a little more on the ‘fun’ side, reflective of their approach to service. 

Colorful logo with the text 'Tacos, Ribs, & Tacos' in a playful font on a dark green background.

Primary Logo

Exterior of Ruby's Tacos & Tequila restaurant with a teal and black painted wall, wooden picnic tables with pink and natural wood-colored seats, and trees in the background.
Bold black text on yellow background reading 'Authentic Mexican food made in Papamoa'.

The key to the brand is the custom typeface we created. LS Torta (named after one of our favourite dishes) is a blocky display typeface that puts a spin on heritage Mexican slab type. This gives Ruby’s an economical way to easily design their own promotional material, creating distinctive communications that feel neatly aligned. We also overhauled the colour palette, simplifying things down, but keeping things plenty colourful and bold.

LS Torta

LS Torta typeface letters arranged in a block
A table filled with Mexican dishes including tacos, tamales, and nachos, along with bottles of hot sauce, beer, and glasses of soda.
A hand holding a glass of beer with foam on top, with the word 'DRINK' in bold yellow letters across the image.

The end result is a tasty blend of simple ingredients, much like their tacos. LS Torta does a lot of heavy lifting, and distinctly brands anything it touches.

Banner for Ruby's, Friday to Sunday from 3 PM until late, Wednesday to Sunday.
Yellow background with bold black text listing different types of Mexican food, including taqueria, carne asada, cerdo adobado, pescado, and baja.
Close-up of a basket with tacos topped with chopped vegetables, sauce, and garnishes, with a yellow letter 'R' overlay.
Multiple hands holding various glasses of drinks for a toast, with the word 'Salud' repeated four times in bold yellow text.
Graphic with the text 'Tacos' at the top, two yellow arrows pointing in opposite directions, and the text 'More Tacos' at the bottom on a dark green background.
Interior of a restaurant or bar with wooden furniture and decor, featuring a sign with the text 'Tacos & Tequila' in bold yellow letters.

Likely Suspects:
Josh O’Neill

Collaborators:
Photography by Mon Omori, Phil Mountfort & Sam Odea

Visit Ruby’s website