Lilian Zepeda
Make funky art!
Index / Brand Identity / Publication / Illustration / Stickers
Branding: Imilla
For this project, I created a full restaurant brand concept from the ground up, including visual identity, menu design, merchandise, and social media content. The brand, Imilla, draws its name from a Bolivian term that mothers often use to affectionately describe their rebellious daughters. The concept speaks to a bold, expressive spirit—targeting young Latino adults who embrace their roots while breaking the rules, all with a playful edge.
At the heart of the brand is a sassy, spicy Salteña, Bolivia’s beloved savory pastry—serving as both the culinary and visual icon. The menu features classic Bolivian dishes, with the Salteña as the star item, symbolizing the brand’s personality: bold, flavorful, and unapologetically fun.
Menu Designs
The visual identity balances traditional Bolivian motifs with modern, cheeky design elements. I explored vibrant color palettes, hand-drawn illustrations, and typography inspired by Andean aesthetics. The design system extends across tactile menus, branded merch (like tote bags and tees), and a lively social media presence that speaks the language of Imilla’s audience: spicy, sweet, and a little rebellious.
The menu is designed to be welcoming and easy to navigate—especially for those new to Bolivian cuisine. Simple illustrations and friendly descriptions guide guests through each dish, making the experience approachable, informative, and fun.
Merch
For the restaurant merch, I wanted a tote bag. That could easily be purchased with a minimum order of the saltenas. Also, just jumping on the trend of places putting their logo on a tote and selling it.
Social Media Posts
What I would imagine the restaurant Instagram feed be like. It would include illustrations similar to the menu, and include reels or animations of the logo.