Carnaiz is a contemporary Mexican restaurant concept created to celebrate food, community, and the traditions that bring people together. What began as the idea of a traditional taquería evolved into a distinctive dining experience designed to stand apart — bold in character, memorable in identity, and deeply connected to Mexican culture.
Our goal was to build a brand that felt raw, authentic, and instantly recognizable. From naming and visual identity to menus, merchandise, characters, and brand applications, every element was carefully designed to create a cohesive brand universe capable of extending far beyond the restaurant itself.
Carnaiz was inspired by a simple idea: the feeling of gathering around a grill with friends on a Saturday afternoon. A moment where food becomes an excuse to share stories, celebrate traditions, and enjoy good company.
This idea became the foundation of the design process. We set out to create a visual identity that felt bold, authentic, and memorable, combining industrial aesthetics with elements deeply rooted in Mexican culture. The logo was designed to become a distinctive symbol of the concept — recognizable, full of character, and deeply connected to the Mexican heritage, traditions, and sense of community that inspired the brand. Every visual element was carefully crafted to reinforce a feeling of authenticity, strength, and belonging.
To expand the brand beyond the logo, we created Don Hueso and Fuegocho, two original characters inspired by the core elements of the concept. Don Hueso, a rebellious ribeye cowboy, represents the spirit of the grill, while Fuegocho embodies corn and fire — two fundamental elements within the Carnaiz universe. Together, they helped shape a visual universe full of personality, creating a brand experience that extends across menus, packaging, merchandise, and physical spaces.
Carnaiz is the meeting point between Mexican street culture and contemporary restaurant culture. It embraces the energy, authenticity, and spontaneity of the street while combining it with a more curated, industrial, and design-driven aesthetic.
Confident without being pretentious, bold without feeling exclusive, Carnaiz was designed to feel approachable from the very first interaction. Its personality is built around creating a place where everyone feels welcome — a brand that values connection, authenticity, and shared experiences.
Through its distinctive visual language, memorable characters, and strong sense of identity, Carnaiz creates an atmosphere that feels familiar yet different, celebrating Mexican culture from a fresh and contemporary perspective.
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