A baker knows how to bake good bread. A carpenter knows how to pick up a board. A cheese maker knows how to store cheese. And an advertiser knows what a corporate image should look like for a gourmet restaurant.

When I first saw the corporate logo of Charly’s Gourmet Restaurant, I thought to myself: «Hopefully his cooking is better than the logo!» I knew on our arrival day that I would not leave this place without having given the restaurant a new look. I checked if Charly was willing to forego the illustration, which has little in common with good food and taste and was part of the existing logo.

When I proposed to Charly to revise the look, he was hooked. A few days later we were standing together in the Cartoon Shop in Atotonilco, where Luis, a graphic designer, was sitting behind his computer. It wasn’t a Mac like I was used to. But Luis understood his trade and within two hours we had given Charly’s Gourmet Restaurant a suitable suit. Learned is learned …

Ps: I have dealt with many customers in my career. Charly belongs to the category who listen to well-intentioned advice. This is how working is fun …