“Nueva Cocina Rústica” translates to “new rustic kitchen,” and no three words could be more perfect for El Montero, a restaurant that sits close to Mexico’s northern border. The style of food represented by El Montero is a contemporary twist on traditional cuisine, and the homey quality of the style of branding developed by Anagrama reflects this quality. Debossed menus and embossed paper promotions, both textural elements, merge with the brown, black, and gold accents in the color scheme. By using simple motifs such as the ink prints of animal silhouettes – most often two foxes facing opposite directions – and a pattern of square gridlines for sheeted materials, El Montero comes across as a restaurant that is serious about its food, yet warm enough to embrace its cultural roots.

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