Lolita Mexican Restaurant
Rebellious Revelry. Tacos. Tequila.
Sector
Bar & Restaurant
Services
Art, Murals, Graphics
Brand Guidelines
Digital Collateral
Logo
Marketing Collateral
Signage & Wayfinding
Visual System
Brand Strategy
The Story
Lolita Cocina & Tequila Bar is the restaurant brand that started it all for COJE Management Group, opeing in Boston’s Back Bay in 2010 as a neighborhood cantina serving playfully authentic interpretations of traditional Mexican cuisine. Since opening other restaurants - Yvonne’s, Ruka, and Matadora - COJE found the perfect Fort Point location for a second Lolita, and asked us to give the brand an overhaul.
The dramatic space is situated below street level, in the basement of a historic 1900’s building. COJE led the interior design along with Bergmeyer as architect of record. Entering through the large mesquite entrance doors along with the Fort Point channel, visitors are greeted by the warm glow of stained glass and Murano glass chandeliers. The restaurant’s vast footprint is broken into intimate dining nooks and sitting areas filled with worn textures and intricate details.
We worked closely with the Coje team to develop the unique restaurant identity. The bold design of Lolita blends themes of Día de Los Muertos and Mexican culture with the Old Spanish influences. The restaurant’s brand icon mirrors the centerpieces on the tables – a skull with a red rose mohawk, coupled with a blackletter wordmark which draws inspiration from the Spanish Catholicism influence.
Overall, the identity is an irreverent mix of religious iconography and badass rock-and-roll. The menu system includes custom illustrations of the revelry of the dead dancing and partying without worry. A custom leather cover embossed with gold detailing was designed to hold the tequila and wine menu. Along with artists Julia Purinton of Vermont, and Danny Fila of Miami, we helped create several of the stunning art pieces that bring the walls to life.
credits
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