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La Hacienda

Brand identity update for a Mexican experience restaurant · strategy and identity for founders

La Hacienda coasters with the La Luz alebrije and “Ak vám život dá limetky, pripravte si margaritu” (when life gives you limes, make a margarita)

Evolution, not revolution: a brand strategy and refreshed identity for La Hacienda, a Mexican restaurant in Košice, built around La Luz, an alebrije character. We refined the existing logo and built one design system for digital, video, print and the interior.

Client
La HaciendaKošice
Sector
Hospitality, restaurant
Services
Brand strategy
Logo refinement
Design system
Character design
Motion

The project

The updated design system was crafted to ensure consistency across various formats, including digital platforms, video, print, and even the restaurant’s interior.

At the heart of the concept is “La Luz,” an “alebrije” character that embodies the restaurant’s vibrant spirit and helps tell its unique story. A key challenge was refining the existing logo to improve usability and contrast across small formats and animations while maintaining its original essence. Subtle adjustments to the logo’s geometry enhanced its versatility and integration into the broader design system.

La Hacienda is a prime example of evolution, not revolution, in brand communication. ¡Salud!

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Our rebranding checklist:

• Unique brand font

• Signature color(s)

• Digital brand elements translated into the physical space

• Print and merchandise-friendly design system

• Emotionally expressive visual language tied to the guest experience

• Creation of a brand personality

• Retention of the brand name and core logo elements

• Transferable design system across multiple locations

• Canva-ready design

The earlier La Hacienda logo, with flowers and blue flourishes, “Mexican Restaurant and Bar”, on yellow

Inspiration

La Hacienda moodboard, “Alebrije – Mexican spirit animal”, with three reference creatures: an illustrated dragon, a carved figure, a winged creature

La Luz, our Alebrije, represents the inner light that shines within each of us. With its vibrant and radiant colors, La Luz is a symbol of hope, inspiration, and positivity. According to legend, La Luz guides those who seek clarity and enlightenment.

La Luz, the La Hacienda alebrije, a red-headed creature with a striped tail, in four colourways

Inspired by the art of Papel Picado, our design element captures the festive and joyful spirit of Mexican culture. With its intricate, colorful patterns, it represents the celebration of life, connection, and community. Just like the delicate cuts of Papel Picado, this element serves as a reminder that beauty can be found in even the smallest details, bringing warmth and vibrancy to the world around us.

A red papel picado flag with cut-out birds and hearts, above the yellow scalloped arc from the La Hacienda logo
The updated La Hacienda logo, two alebrije heads above the lettering, on cream, dark brown and yellow

Applications

La Hacienda brand sheet: “Cesta do srdca Mexika” (journey to the heart of Mexico) headline type, colour swatches, business cards, Margarita Day posters
A grid of La Hacienda social posts with dishes, drinks, “Taco Tuesday”, “Nové drinky” (new drinks) and “máme zatvorené” (we’re closed)
A La Hacienda server in a brown apron with the embroidered logo, holding a drink on a wooden tray
The La Luz alebrije embroidered on a navy La Hacienda staff shirt, as a drink is poured into a jigger
A smiling La Hacienda staff member in a navy shirt with the embroidered logo
Nachos with a sparkler candle at La Hacienda, beside a birthday fiesta card and a mint water carafe

Credits

Brand strategy
Martin Kossuth
Branding
Monika Bazovská
Motion
Martin Ferenc

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