La Real Cabeza de Res

Art direction

Client: RUIDO Creative Lab
Year: 2025
Disciplines: Identity
Deliverables: Brand manual · Packaging · Food styling

01 — The challenge

Vicentillos was opening a butcher shop and restaurant that needed its own brand: close to the neighborhood but with the solidity of a serious business, without falling into the taquería cliché.

Identity and brand manual for Vicentillos’ butcher shop and restaurant: graphic system, packaging, food art direction and campaign — “El sabor que manda” (“The flavor that rules”).

02 — Process

1
Brand manual
Red, cream and black on a long name. The manual solved how that name behaves on a sign, on a table mat and in a post.
2
Packaging and applications
Paper bag, tote and table mat. The table mat turned out to be the place’s best medium: it shows up in every customer photo at no extra cost.
3
Food art direction
Overhead shots, hard light and the brand always in frame. Every food photo is also a brand photo.
4
Campaign
“El sabor que manda” (“The flavor that rules”) — tagline and pieces for point of sale and social, with real people on site.

03 — Work