From 2022 to late 2023, sandwich restaurant Chiefly East pivoted to a Mexican taqueria and became Chiefly De Gallo. I developed the brand - based on Mexican flowers and retaining the original Chiefly colours - and even picked the name, fully underestimating Newcastle’s capability of Spanish pronunciation. “It’s Pronounced Duh-Guy-Ohh” became a catchphrase printed on promotions, signage, merchandise and a series of rotating fully-illustrated menus. The De Gallo brand was huge, and resulted in four tattoos of my artwork floating around the city on superfans. In 2023, the restaurant closed its doors after producing its final two menus - the Last Dance and the Big Kiss Goodnight.