The business is a mexican restaurant, fast-food style, it will be located in Culiacan city, in Mexico, and focus on low to medium income demographics.
The location is mostly targeting pedestrians and is located in front of a market where people from small towns arrive.
The menu is traditional mexican stew dishes, soups and fried tacos, the kind of food that we mexicans have eaten since we were kids, normally cooked by our mothers or grand mothers, so i would like some homely atmosphere.
i wouldn't like to focus on the mexican style design, because obviously for us it's just normal food as our target audience are locals. But traditional ingredients imagery could be used (most used ingredients are tomatoes, onions, chiles, garlic).
The term "Doña Nena" means literally "Mrs Nena", where Nena is the nickname or the short for Elena. The term "Doña" is normally used for older ladys and commonly used among lower social classes, but in no way is pejorative.