Extend
Use the existing logo as the anchor and develop a broader visual language around it.
Case Study / Brand System + Experience
UNOMÁS.
The logo already existed. My job was to turn it into a brand customers could actually walk into, order from, wear and take home.
Art DirectionGraphic DesignMenu DesignEnvironmental GraphicsPackagingMerchandiseSignageProduction
THE OPPORTUNITYBuild the brand beyond the logo.
The assignment
Make the identity
live everywhere.
I did not design the original Uno Más logo. What I did design was the customer-facing world around it: menus, wall art, table graphics, uniforms, customer shirts, salsa labels, signage and other brand applications. The work was about taking one existing identity and giving it enough visual language to stay recognizable across very different physical touchpoints.
Existing assetCore Uno Más Logo
My workBrand System + Execution
TouchpointsSpace + Menu + Merch + Packaging
ExecutionDesigned by Me
01 / THINK IT.
A logo isn't a restaurant experience.
Uno Más already had its identifying mark, but a restaurant brand has to work much harder than a logo. Customers encounter it on the wall, across the table, while choosing what to order, on employee uniforms, on merchandise and on products they can take home.
I treated those pieces as one connected system. The goal was consistency without sameness: each application needed to solve a different practical problem while still feeling unmistakably Uno Más.
Apply
Translate that language across menus, walls, tables, apparel, packaging and signage.
Experience
Make every customer-facing piece contribute to one recognizable restaurant brand.
Environmental design
From identity
to place.
The physical space was one of the biggest opportunities to make the brand feel intentional. I created wall and environmental artwork that expanded the visual identity beyond a mark on the door and helped give the restaurant its own atmosphere.
02 / MAKE IT.
Design the things customers actually touch.
The brand system had to survive contact with real operations. Menus needed hierarchy and readability. Large-format graphics needed to communicate quickly. Packaging, table pieces and wall art had to work at physical scale. Apparel needed to feel wearable instead of like an employee uniform with a logo dropped on it.
I designed those pieces myself, carrying the visual system from screen into the restaurant and into the hands of customers.
Wearable brand
Staff uniform.
Customer merch.
Apparel became another place to give the identity personality. I designed both uniform and customer-facing merchandise so the brand could move beyond the restaurant itself instead of treating clothing as an afterthought.
In the real world
One system.
Many surfaces.
The final measure of the work was whether the pieces felt connected once they left the design file. Menus, customer-facing graphics, the food truck and environmental applications all needed to belong to the same brand without becoming repetitive.
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Brand in motion
Another way
the system lived.
Video became another expression of the broader Uno Más brand system. I contributed to this finished piece as part of the overall creative work shown throughout the project.
THE THROUGH-LINELOGO
TO WORLD
TO WORLD
Existing identity → environmental design → menus → apparel → packaging → customer experience.
03 / MARKET IT.
A brand people
could experience.
Uno Más shows a different side of my work: not inventing a new logo, but recognizing what an existing identity needed in order to become useful at scale.
I built the visual material surrounding the customer experience and executed the pieces myself—from practical menu systems to environmental graphics, merchandise and salsa packaging. The result was a brand language that could live consistently across the restaurant and beyond it.