Higuera®
SCOPE
Brand Strategy, Merch Design
2023
Photography by Higuera®
My happy place
Higuera® is a comfort food restaurant located in Monterrey, Mexico. They are looking to expand their brand by developing a merchandise collection with memorable concepts to improve the customer experience. The concepts were based in their most popular dish, a distinguished recipe process and the iconic elements that make Higuera an authentic place.
As well, the clients needed a logo proposal for a sub-brand named Café Higuera and develop merchandise for the new location opening.
Grilled Cheese: State of Mind
The grilled cheese with tomato soup is one of Higuera’s most distinguished dish. The concept and illustrations want to elevate the quality of ingredients and the outstanding experience of pleasure in comfort food.
‘State of mind’ is referred to a person's mood and the effect that mood has on the person's thinking and behavior. A new way to express the popularity of this specialty.
El Club de los Tatemados
Roasting chilies and peppers is a very common process in Higuera’s kitchen. Adds a smoky flavor that can enhance any recipe or be served as an appetizer or side dish.
It becomes a club for those who are enthusiasts of spicy, hot and smoky flavors. Represented by Pepper, Chili and Tomato, the explosive trio of Higuera’s kitchen.
My happy place
Higuera has become a welcoming place where people can comfortably enjoy experiences alone or with friends and family. It has become a happy place for many, a quality worth celebrating. The iconic elements of Higuera, such as the plants, the chairs, and, of course, the coffee and food, contribute to its unique charm and appeal.
A new menu
To fully embrace the concept, a new menu design was proposed, aimed at enhancing the overall experience for the customers. This new design introduces a level of sophistication that aligns with the brand's evolving identity. The new menu design seamlessly integrates the illustrations we have developed for the new merchandise.
Café Higuera
The new Higuera’s sub-brand. A different experience to enjoy, where coffee is the main character and specialty.
Always is time for coffee, all you need is Café Higuera. The illustrations and graphics maintain the style and look as Cocina Higuera but with a coffee plot twist.
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