2014 Winners & Shortlists

Brief Explanation

In a sea of Tex-Mex offerings in Dubai, we needed to create a real Mexican experience. Part of this was educating the public about what authentic Mexican really was. Real artifacts were sourced in Mexico as well as all the chefs and servers.

The Brief

We were tasked to develop a brand for a new Mexican restaurant by Jumeirah Hotels Group. The scope included name generation, menus, stationery, print and digital ads, launch collateral and signage. Authenticity had to be at the core of everything we did.

How the final design was conceived

The brandmark and name is inspired by the Green turtle, the national marine animal of Mexico, which are also found in Dubai. The turtle is a relaxed creature, like the atmosphere of Tortuga. The vibrant watercolours and etchings are inspired by hand-painted signage of local cantinas in Mexico.

Indication of how successful the outcome was in the market

After a successful launch, which included live Mariachi, Tortuga has become an authentic Mexican dining experience this side of the Atlantic.