The true intention of the project, Sinduda, is to provide a hospitality experience like no other, celebrate time and place, and leave each guest with a token of our appreciation for them investing time with us.
Year
2018-Present
2018-Present
SERVICES
Print Design
Product Development
Environmental Design
Branding Development
Illustration
Logo Design
CLIENT
Sinduda
COLLABORATORS
Diego Rodriguez / Chef
Jeremiah Elbel / Artist
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PROJECT OVERVIEW
Time To Say Goodbye To That Voice Of Doubt
”When I was trying to articulate what to name this concept, I kept thinking back to all the times I doubted what I was capable of. My creativity used to thrive on proving that voice inside my head wrong and motivated me to find new ways to express myself through the culinary arts. This idea of second guessing myself led to me ultimately saying “sinduda wey,” or...without doubt, dude. This is a statement that represents my philosophy and approach to cooking not only now but for the remainder of my culinary career. No more second guessing. Time to say good-bye to that voice of doubt and say hello to Sinduda.”
CHEF DIEGO RODRIGUEZ
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PROJECT OVERVIEW
Inspired By The Flavors Of Coastal Italian Cuisine
From the plants that yield grain used to create pasta to the rocky shores of Amalfi Beach, every image integrated into this menu design presents a connection to coastal Italy. Crisscrossing throughout the design structure is a color palette of blues, pinks and oranges...once again reinforcing time and place. The overall design of the menu helped to accentuate the natural wine used for the course pairings and the rustic but delicate recipes rolled out in front of each guest.
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PROJECT OVERVIEW
This One's For You Don Ruben!
EXCERPT FROM CHEF'S TAKE
“Birria is a ubiquitous dish when talking about Jalisco, where I was born and grew up. It’s usually beef marinated in a complex adobo and then slowly braised and traditionally served with onion, cilantro, and tortillas. Oxtail isn’t a common cut of meat used to make the dish but it’s something found often in Mexican cuisine. The gelatinous nature of the meat packed with beef flavor really lends itself to a long braise. I grew up eating this during baptisms and communions. I’ve been told that before my own baptism, my grandpa had to slaughter his favorite cow to make this dish and feed everyone at the party. He did not speak to anyone for days after that. This ones for you Don Ruben (my grandpa)!” DR
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PROJECT OVERVIEW
Fond Memories Of Mexico
EXCERPT FROM CHEF'S TAKE
“Serving simple & adorned bites at the beginning of a meal thrives on flavor. I want the guest to experience the bold heat and sharpness of the dinner to come, which to me, embodies Mexican cuisine. Each guest will be instructed to eat the bites from light to heavier, starting with a take on a 90’s snack called a cucumber cup. They will be served with a prawn ceviche folded with Japanese mayo, apple, daikon, herbs, and then finished with a traditional peanut salsa macha. Next, we will serve an “al pastor” tostada using raw beef dressed with a clarified adobo and alliums garnished with chili-mayo and demi-sec pineapple slices. Finally, a rich foie gras bite with crunchy cast iron cornbread & a jelly made from chile manzano.” DR
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PROJECT OVERVIEW
Adventures In Southern Cuisine
EXCERPT FROM CHEF'S TAKE
“Sugar pie, buttermilk pie, chess pie...these are all the same name for my personal favorite dessert. I’ve been making this recipe for about 7 years now and I feel proud to say I’ve tweaked it throughout time and think this current version is one of the best. We’re pairing this dish with a croquette breaded with dried english muffin and filled with a pecan brittle emulsion that will act as a sauce to the dish and a gesture to the pecan pie we all know. A buttermilk gelee will cover the sugar pie to add creaminess and a slight acidity that will pair with the blackberry jam we make in a freezer.” DR
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PROJECT OVERVIEW
Traversing The Iberian Peninsula
EXCERPT FROM CHEF'S TAKE
“Spain, Portugal, and The Iberian Peninsula offers so many different culinary inspirations directly connected to Mexico and the dishes I grew up with. It actually makes my head spin trying to reconcile the gastronomic leaps and bounds Spain and Portugal have infused into the worldwide culinary landscape. So much so that I felt it only made sense to investigate what that inspiration means to me as a chef and how our own investigations in wine and food connected to this region and where we live could inform a culinary presentation of time and place. To keep things simple (simple is more), we have been intentional about ensuring the plates are inspired by Spain while the wine pairings come from essential regions of Portugal. At the end of the day, truth in inspiration comes from all routes and when you want to cook one way & pair another, you adapt.” DR
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