Gracias Madre

I. SERVICES

Creative Strategy
Creative Direction
Brand Positioning
Identity Design
Visual Language
Illustration

II. BRIEF

With a goal to refine the established vegan Mexican restaurants’ visual identity and language, we set out to create a brand that encompassed imagining the warm feeling of being in your Mother’s kitchen. The many hands that are involved in the cooking process and the hands that pass along recipes through generations. Our hands are directly linked to the heart which is why so much love and intention is put into the food created at home. This new visual direction leans into the intimate kitchen and familial connection within Mexican and Latin homes.

III. SOLUTION

In our theme “De Los Manos”, we developed a visual identity consumed with warmth and texture. With a custom bespoke logotype, hand drawn logomark and secondary logos that were derived from the lettering from the Latin Abuelas on the team — each element of the brand was made with love. Bringing a new sense of inviting elevation to the brand that mirrors Gracias Madre bright yet moody physical environment whether you are visiting during the day for brunch or in the evening for agave spirit cocktails.