Jimmy developed the branding for Borrachito Boston as a vivid, character-driven world—playful, irreverent and rich with narrative detail. His work established the restaurant’s broader visual language, pairing energetic linework with a sun-washed palette of coral, cobalt, sand and electric green.
At the center of the identity is a collection of original illustrations populated by sharply dressed animals, desert wanderers, vintage cars, monumental cacti and flashes of the surreal. Drawn with the spontaneity of a travel sketchbook, the images evoke a place suspended somewhere between a roadside cantina, a nocturnal folktale and a dream of the American Southwest.
The artwork extends beyond conventional branding to become part of the architecture itself. Enlarged, illuminated illustrations line the restaurant’s corridor, transforming an ordinary passage into an immersive gallery and giving guests the sense of stepping directly into Borrachito’s imagined world.
Across the brand identity, color palette, illustrations and environmental applications, Jimmy created a cohesive visual system with wit, warmth and an unmistakable point of view—one that gives Borrachito Boston its own mythology as well as its memorable sense of place.