When seeking a re-brand, Great American Steakhouse needed something as bold and American as their name. The Orozco Family wanted to update the brand but keep their heritage as a mainstay of El Paso culture. I worked with them to develop their steer brand based on classic cattle brands and built a strong typographic wordmark around it, then chose a warm color palette that would compliment the identity. It was important for the Orozco Family to have an inviting color palette to pair with the strong typography.