Industry Goal
Food & Hospitality
Deliverables
Logo
Secondary Logos
Food Menu
Wine Menu
Brand Assets & Imagery
Completed
Spring 2025
About
PIM PAM is a Spanish-inspired pintxos and tapas restaurant located in Southern California, serving fresh, traditional Spanish bites, curated meats and cheeses, select desserts, and a gorgeous Spanish wine list. The concept was born from my time studying abroad in Barcelona, where I immersed myself in the Mediterranean lifestyle learning to cook, savoring local ingredients, and experiencing the true feeling of Spanish dining. I fell in love with the casual yet intimate energy of tapas culture: meals that feel spontaneous, shared, and full of connection. I wanted to bring that same energy home to San Diego.
Approach
PIM PAM is playful, loud, tasty, bold, and full of life, just like a bustling evening in a Barcelona bar! To express that spirit visually, I crafted a brand that feels dynamic and full of movement. The color palette is vibrant and pops off the page. I leaned into a collage-style visual language with hints of nostalgia, evoking memories, postcards, old film, and humor.
The graphics are geometric and intentionally imperfect, giving everything a hand-touched feel that reflects the warmth and human element of preparing food. Bold typography commands attention, especially in the logo and headings, and adds to the energy of the brand. Every design element is infused with motion, mirroring the lively, communal experience of Spanish dining.
