Tia's Deli

Tia’s Deli is a Salvadoran-owned business serving traditional Central American cuisine. The client requested a logo that captured the essence of Salvadoran culture and the personal meaning behind the name “Tia,” which reflects the warm, familial relationship between the owner and her customers. Through interviews with the owner and staff, a shared memory emerged of selling tortillas with baskets balanced on their heads, which became the core inspiration for the logo.

The final design incorporates this tradition, blending cultural storytelling with a clean, approachable aesthetic. The color palette draws from the vibrant work of Salvadoran artist Fernando Llort and the hand-painted figurines common in Central America. These elements helped create a visual identity that feels both authentic and inviting. To extend the brand experience digitally, I also designed a website prototype using Figma. The site features a welcoming homepage, simplified menu, and intuitive layout optimized for mobile users. Every design decision was rooted in cultural context, community pride, and user accessibility. This project highlights my ability to translate personal stories into compelling, culturally informed brand experiences.