Project Overview This is a collection of the emphasized aspects of the rebrand of a local tortas restaurant, Las Tortugas (Spanish; the turtles). Their current mark lacks a distinct narrative and fails to address identity and purpose. Therefore, the logo was redesigned to capture not only the namesake of the establishment but also the cultural adherence of the proprietors and their customer base originating in Central Mexico. Utilizing the Xicalcoliuhqui (Nahuatl; twisted gourd) as the texture of the shell the important role of the turtle in indigenous cultures of Mexico is emphasized while maintaining the carving aesthetic seen in Mesoamerica. The burnt orange color of the shell was pulled from a photo of the buns used for the torta sandwiches because the origin of the name is due to the bread looking like turtle shells. The combination logo can be broken apart and used simply as a wordmark, pictorial, or just the shell of the turtle. The typefaces chosen were designed to grant the restaurant an approachable yet sophisticated presence while the color palette was inspired by the colors one sees displayed in the urban areas of Mexico City proper.