HERMOSA

THE BRIEF

Create a distinctive identity for Hermosa that goes beyond being another taco spot.

The goal was to build a brand with a strong personality, one that could translate the energy, color and joy of Latin culture into a contemporary food experience with its own attitude and visual presence.

THE DIRECTION

The creative direction was built around a bold interpretation of Latin culture, combining food, street culture, fashion, music and humor.

Instead of relying on traditional Mexican visual codes, we created a world that feels raw, colorful, playful and culturally driven, with a strong mix of contemporary street aesthetics, Latin references and expressive imagery.

The result is a brand that feels less like a restaurant and more like a living cultural universe.