The Little Rock Chipz + Salsa Festival is an upcoming, Latin cuisine street festival in Little Rock, Arkansas. The client wanted to create a whimsical, Latin-inspired visual brand identity featuring vibrant colors and bold imagery to promote the launch of the festival. The overall inspiration for the branding was a gritty, hand-drawn illustration style with bold, angular text. The solution reflects very vivid and dynamic visuals that are immediately noticed due to the bright red-orange color scheme, large angular and block text, and fun imagery. The logo features text organized inside the shape of a tortilla chip being dipped into a bowl of salsa, while chips float in the background full of small white stars. The entire brand identity features a gritty texture throughout the design adding a sense of imperfection and approachability to the festival, something the client was very specific about.