How do you create 2 distinct concepts for a restaurant you've eaten at a ton of times to help with a pitch?

I took very different paths with both designs. The first was a gritty, toes in the sand kind of feeling. The second was a cleaner, family sit down feeling.

This is actually my favorite of the two concepts, but it’s a little off brand from where Rubio’s wanted to be at the time. The idea was to make this one feel a little more beachy, and give it a more dynamic feel. There's a lot of texture, design elements and an assymetrical layout that ultimately proved too much for the client.

In contrast to the first concept, I wanted this design to feel cleaner and more symmetrical. A little more "corporate", but still have a little bit of style.

The client ultimately chose this design because, at the time, Rubio’s wanted a cleaner aesthetic.