Jastor+Dest Unveils New Brand Identity and Logo for Salsa Fiesta Grill

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Jastor+Dest, the Coral Gables based branding agency unveils a new identity for client Salsa Fiesta. The new logo marks the beginning of an entire identity and brand positioning redesign effort.

Salsa Fiesta's food is uncompromising, their brand should be as well.”

Jastor+Dest, the Coral Gables based branding, marketing and design agency unveils a new logo for client Salsa Fiesta. The new logo marks the beginning of an entire identity and brand positioning redesign effort, which will be rolled out in phases and will include the opening of Salsa Fiesta’s second store in the U.S., located within Cobblestone Plaza, at 14914 Pines Blvd. Pembroke Pines, FL 33027.

Salsa Fiesta currently operates seven stores in Venezuela, however the rebranding will commence in the U.S. this month, then trickle over to stores abroad. At the helm of Salsa Fiesta’s U.S. operations are Cesar Olivo and Adriana Perez-Benatar; successful restauranteurs and local food authorities in the world of gourmet fast casual in Caracas, Venezuela.

Salsa Fiesta tapped Jastor+Dest over a year ago to help establish their restaurant in the United States. Touted as a fusion between Caribbean and Mexican street food, Salsa Fiesta creates meals that are healthy without compromising taste. Over the course of a year, Salsa Fiesta’s mission was to learn and assimilate their new market. The response of the public could not be better. Yelpers gave Salsa Fiesta an average of four out of five stars, while 93% of Urbanspooners “like it.”

Angelica Cadena, Brand Strategist Consultant for Jastor+Dest commented, “our research shows there’s a demand for healthy, gourmet Mexican food that actually tastes good; Salsa Fiesta is ready to fill that need. The next step was to identify our strength. The answer of course was staring at us the entire time. The salsa; it’s our hero product, it’s in our name, and therefore our DNA. How could we not use it?” This was the starting point for the new concept and design. “Creative Director, Jason Torres agreed, “in creating the logo we felt the responsibility to move away from a typical, and an overly-used pepper & lime logo stereotype, and into something authentic and real. Salsa Fiesta’s food is made from scratch, right on premises, every single day. Their food is uncompromising, their brand should be as well.”

But it’s not all about looks. From the beginning, both client and agency understood the environmental and social impact a restaurant has on a community, and decided to employ forward thinking right from the start. After Jastor+Dest took over the account, Salsa Fiesta became the first fast casual Mexican restaurant in Miami to use biodegradable materials including; utensils made from corn, and recycled cardboard boxes and take-out bags, rather than styrofoam. Even the menus are made of FSC Certified recycled papers while competitors used photocopies or plastic materials. Salsa Fiesta was also the first to sell organic beverage products and Certified Black Angus Beef.

“As the brand management firm we see a lot of potential for Salsa Fiesta in the years to come, however our purpose is to keep it simple. A few of our client’s competitors have been acquired, or are owned by major conglomerates like McDonalds, Ruby Tuesday’s or Wendy’s. While this gives them access to larger marketing budgets, it also dilutes the ideas of “homemade,” or “from scratch,”say Ms. Cadena, “we still believe in quality versus quantity.”

Jastor+Dest created and designed the Salsa Fiesta’s website, dine-in and to go menus, to-go bags, to-go containers, environmental signage for in-store locations, stationary, business cards as well as their presence in social networks. As part of the rebranding, Jastor+Dest will soon launch new micro-sites, targeted messaging, a trademarked taglines, and trendy interiors.

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Doug Garcia
J+D PR
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