Art Director


  • Naming
  • Brand strategy
  • Brand guidelines
  • Logo concept & design
  • Visual identity
  • Style guidelines

The idea behind this passion project of mine, Tacos & Calacas, is to create a space where you can celebrate life and death, together.

I’ve always been fascinated by the Día de Muertos tradition in Mexico and the idea of remembering those who are no longer with us by celebrating them. When I was younger, the visual aspect was the most appealing part for me, but nowadays, I think it’s really beautiful how this tradition embraces the fact that death is an inseparable part of life.

The restaurant concept for Tacos & Calacas came from my love for the shared experience that Mexican food represents for me personally. So I decided to explore the Día de Muertos concept in this sense, mixing it with Mexican pop culture and famous icons, to play with the idea of celebrating them in death, by sharing a meal with your loved ones.

The logo is inspired by the traditional sugar skull offerings placed in altars during Día de Muertos celebrations, which I created using simple geometric shapes. The typeface is bold and playful, but also has a very serious—almost dramatic—side. The combination of these elements creates an overall feeling of celebration and positivity despite being a celebration of death.

The main color palette features bright pinkish reds that match the typical colorful Día de Muertos imagery. However, there are also some darker—almost black—grays to also evoke the mourning aspect of it.

I created all aspects of the brand’s visual identity: logo design, iconography, restaurant interior design (including menus), and more!

The result is an eclectic space that focuses on art, music and food—all elements that bring people together and make life worth living!