Baja Fresh

Baja Fresh Mexican Grill had some concerns. They needed to refresh their brand and give their new product, Baja Bonfire Bowls, a boost. So what did we do? We updated their “look” and presented three concepts of how we would introduce the new product line. I was ecstatic to receive the opportunity to illustrate these concepts and support the creative team by designing and building some of the in-store signage and ads.

Menu Redesign

If you’ve been to a Baja Fresh restaurant—and let’s be honest, who hasn’t at some point?!—you might’ve stared at their menu for a while trying to figure out what to order; not because of their delicious offerings, but because you literally don’t know what to read first on the printed overhead menu. Ordering at the counter was a struggle; the menu was poorly designed and there was no hierarchy of items. Everyone knows nothing should come before the burrito!

We fixed this. We created a 1-2-3 step solution to make the experience as seamless as possible. In doing so, we eliminated redundant information, confusing price points, and most importantly, we made the ordering process quick, painless, and enjoyable.