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A Fresh Refreshed Fresh Brand

Pago Beet Salad
Pago AN Border
Pago Identity

What We Did

  • Branding
  • Creative
  • Interactive
  • Photo
  • Social
  • Video


Salt Lake City, Utah


2021 – Present

The Challenge

How do you update the brand for the expansion of one of Salt Lake’s finest restaurants?

The Solution
Creative Direction

After a long and successful run at Pago’s location in Salt Lake City’s 9th and 9th neighborhood, the opportunity to expand and open another location on Main Street in the heart of downtown came available to the Pago restaurant group. With that challenge, a new website and updated branding was needed to align with the expansion of the Pago name. Called Pago on Main and now Pago Ninth & Ninth the new brand began to take hold.

Pago Identites

Housed in Salt Lake’s historic Felt Building, a child of the art nouveau and art deco eras, we used elements of this art style paired with elements of Western American Art to create the basis for the new visual language.

Pago Visual Language

Combining the visual styles of Art Nouveau’s traditional “bordering” with the rustic openness of the American West, the new visual design style pairs with Pago’s menu ethos: to create using only the freshest and finest ingredients that found their home in the vast expanse we call the United States’ Intermountain West.

Pago on Main Mockup
Pago artichoke

Pago In-Restaurant

Pago Food Top

Pago Lifestyle Scene
Pago 45 Salad

No new restaurant is complete without a website to tell it’s brand story. The new Pago website amplifies the new branding through visual design, photography, and more designed to place the most important elements front and center; menus, hours, reservations, and online ordering.

/ Visit pagoslc.com /

Pago Website