- Identity
- Environmental
Stephan Pyles, a.k.a., the founding father of Southwestern Cuisine, has created many award-winning restaurants in Dallas. In his pursuit to have a restaurant featuring the flavorful dishes he experienced on many journey’s through Latin America, he created San Salvaje.
Working with Propp+Guerin and TVS Design, a new identity was created based on a pre-Columbian ceremonial mask (half man and half jaguar) symbolizing the soul’s journey into the underworld, where it will undergo a spiritual resurrection through ritual transformation.
Translated to Wild Saint, it is a celebration of pagan indigenous culture and a host of revered Saints in Latin America.
A series of patterns were created using the new symbol and became the main ingredient of their visual vocabulary, resembling patterns of ornate lacework found throughout Latin culture.
Variations of the pattern were created and used across the restaurant as privacy screens along the storefront windows, architectural signage, environmental wall graphics, a border treatment for their daily menus and a fence around an outdoor bocce ball court.
