At Social Syndicate, I was responsible for bringing innovative concepts to life. Within just one year, I developed two distinct restaurant brands, each now successfully operating across San Diego County. For each brand, I oversaw the entire creative process, from selecting color palettes and designing logos to creating menus, interior walls, and staff uniforms. I also worked on a variety of other elements to ensure each concept stood out in the competitive market.
Monarch – Ocean Pub (Del Mar)
Monarch Ocean Pub is a distinctive restaurant located in the heart of Del Mar, California. As the sole designer, I developed a fresh concept that seamlessly blends creativity, modern, and a deep appreciation for the vibrant coastal atmosphere. The design process began by capturing the essence of Del Mar—its relaxed yet refined beach vibe—creating a concept that resonates with the local lifestyle.
My goal was to harmonize modern aesthetics with the rich, colorful beauty of the sunset views over the beach. The logo, the cornerstone of the branding, embodies Del Mar’s coastal charm and laid-back feel. From there, I designed menus, advertisements, and merchandise that express simplicity with a playful feel, evoking the essence of a sunset experience. The overall branding is crafted to appeal to a younger crowd while retaining a timeless quality that resonates with an older audience.
La Doña – Mexican Cantina (Ocean Beach)
La Doña, a Mexican restaurant in Ocean Beach, is designed to celebrate the warmth and authenticity of home-style Mexican cuisine while embracing the relaxed, laid-back atmosphere of OB. The concept features a simple, clean, and modern aesthetic that blends traditional Mexican elements with a contemporary coastal vibe. The logo reflects this fusion, using bold yet minimal design elements that makes it stand out. The menu design mirrors this simplicity, with a focus on readability and bold colors. Merchandise and signage are thoughtfully designed to enhance the brand’s identity, incorporating Mexican style colors and patterns that tie into the coastal setting. Overall, every design element is crafted to create a welcoming, fresh, and authentic experience for guests, perfectly balancing the homey feel of Mexican comfort food with a modern, beachy twist.
Joshua Suarez 