The challenge was to create a brand identity and marketing strategy that authentically represented the rich cultural heritage of Oaxaca while also conveying the modern, sophisticated dining experience that ISTMO offers. We needed to bridge the gap between tradition and innovation in a way that resonated with the restaurant’s diverse audience.

The goal was to develop a cohesive brand that visually and emotionally connected with the essence of ISTMO, highlighting its unique culinary fusion and making it a destination for those seeking an elevated dining experience rooted in Oaxacan tradition.

Drawing inspiration from the photography provided by Chef Carlos Lopez Muñoz and conducting in-depth research on Oaxacan culture, we engaged in a collaborative process with the chef to understand his vision and goals. This guided us in creating an effective marketing strategy and informed all our design decisions, resulting in a brand identity that seamlessly blends cultural authenticity with contemporary appeal.