Dr. Alejandro Alba Villa is a urologist based in Mexico City who approached us at the beginning of his professional career as a specialist, looking to build a personal brand that would accompany him as his practice and reputation grew. From the start, the goal was to create a presence capable of conveying trust, expertise, and professionalism, establishing a strong foundation for his relationship with patients.
We developed the branding and visual identity for Dr. Alejandro Alba Villa, creating a professional and contemporary image designed to grow alongside his medical practice. From the visual identity to the stationery and materials used in his daily practice, every element was conceived to communicate credibility, confidence, and professionalism, giving him a consistent and recognizable presence from the very beginning.
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.
Modern, professional, and reassuring, Dr. Alejandro Alba Villa’s personal brand reflects a contemporary approach to medical practice. Its personality feels knowledgeable and precise without becoming overly formal, combining the credibility expected from a specialist with an approachable and human character.
There is a sense of clarity, confidence, and forward thinking throughout the brand. Its character feels current and prepared for the evolution of modern medicine, while maintaining the warmth and accessibility that help build a meaningful connection with patients. The result is a medical identity that feels professional without being institutional, and sophisticated without losing its human side.
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