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Explore a selection of projects that showcase design thinking, creativity, and attention to detail across different industries and platforms.

Email:

contactosmoxx@gmail.com

Project Overview

This project focuses on the visual identity redesign of Crepas Cronos, a long-established café and restaurant in Colima with more than three decades of history. The objective was to modernize the brand while preserving the qualities that have defined it over the years: warmth, handcrafted food, family tradition, and a strong emotional connection with the local community. Rather than replacing the brand's legacy, the redesign reinforces its positioning through a more cohesive and contemporary identity capable of performing consistently across both physical and digital touchpoints.

The design process began with extensive contextual research, including historical, theoretical, and market analysis, followed by a comprehensive study of competing restaurants and cafés to identify visual patterns, opportunities for differentiation, and current branding trends. These insights informed the development of the creative strategy, where brand archetypes, the Kapferer Brand Identity Prism, keyword exploration, moodboards, and conceptual frameworks established a clear design direction centered on the idea of "the warmth of home away from home." Multiple sketch explorations, creative matrices, and digital logo iterations refined the visual language before arriving at the final solution.

Duration

3 months

Industry

Art Direction & Web Design

Location

Mexico

Project Overview

This project focuses on the visual identity redesign of Crepas Cronos, a long-established café and restaurant in Colima with more than three decades of history. The objective was to modernize the brand while preserving the qualities that have defined it over the years: warmth, handcrafted food, family tradition, and a strong emotional connection with the local community. Rather than replacing the brand's legacy, the redesign reinforces its positioning through a more cohesive and contemporary identity capable of performing consistently across both physical and digital touchpoints.

The design process began with extensive contextual research, including historical, theoretical, and market analysis, followed by a comprehensive study of competing restaurants and cafés to identify visual patterns, opportunities for differentiation, and current branding trends. These insights informed the development of the creative strategy, where brand archetypes, the Kapferer Brand Identity Prism, keyword exploration, moodboards, and conceptual frameworks established a clear design direction centered on the idea of "the warmth of home away from home." Multiple sketch explorations, creative matrices, and digital logo iterations refined the visual language before arriving at the final solution.

Duration

3 months

Industry

Art Direction & Web Design

Location

Mexico

Project Overview

This project focuses on the visual identity redesign of Crepas Cronos, a long-established café and restaurant in Colima with more than three decades of history. The objective was to modernize the brand while preserving the qualities that have defined it over the years: warmth, handcrafted food, family tradition, and a strong emotional connection with the local community. Rather than replacing the brand's legacy, the redesign reinforces its positioning through a more cohesive and contemporary identity capable of performing consistently across both physical and digital touchpoints.

The design process began with extensive contextual research, including historical, theoretical, and market analysis, followed by a comprehensive study of competing restaurants and cafés to identify visual patterns, opportunities for differentiation, and current branding trends. These insights informed the development of the creative strategy, where brand archetypes, the Kapferer Brand Identity Prism, keyword exploration, moodboards, and conceptual frameworks established a clear design direction centered on the idea of "the warmth of home away from home." Multiple sketch explorations, creative matrices, and digital logo iterations refined the visual language before arriving at the final solution.

Duration

3 months

Industry

Art Direction & Web Design

Location

Mexico

Services

Brand Identity Brand Strategy Graphic Design Art Direction

Client

Context

The graphic design strategy balances heritage with contemporary aesthetics, creating an identity that feels both familiar and refined. Inspired by the restaurant's history and emotional value, the visual language emphasizes craftsmanship, hospitality, and authenticity through a carefully redesigned logotype, balanced typography, and a restrained color palette that reinforces warmth and trust. Competitive analysis influenced the direction toward a cleaner, more versatile identity without sacrificing the distinctive personality that differentiates Crepas Cronos from similar restaurants.

The graphic design strategy balances heritage with contemporary aesthetics, creating an identity that feels both familiar and refined. Inspired by the restaurant's history and emotional value, the visual language emphasizes craftsmanship, hospitality, and authenticity through a carefully redesigned logotype, balanced typography, and a restrained color palette that reinforces warmth and trust. Competitive analysis influenced the direction toward a cleaner, more versatile identity without sacrificing the distinctive personality that differentiates Crepas Cronos from similar restaurants.

A structured design system ensures consistency across every brand touchpoint. The identity is supported by geometric logo construction, modular grids, defined clear-space rules, scalable logo variations, corporate typography, color specifications, and standardized application guidelines. Auxiliary graphic elements extend the visual language while maintaining coherence throughout stationery, signage, packaging, digital media, and promotional materials. This systematic approach transforms the identity into a flexible visual framework capable of adapting to different formats without compromising recognition or consistency

Deliverables

A structured design system ensures consistency across every brand touchpoint. The identity is supported by geometric logo construction, modular grids, defined clear-space rules, scalable logo variations, corporate typography, color specifications, and standardized application guidelines. Auxiliary graphic elements extend the visual language while maintaining coherence throughout stationery, signage, packaging, digital media, and promotional materials. This systematic approach transforms the identity into a flexible visual framework capable of adapting to different formats without compromising recognition or consistency

Editorial portrait of a bald model with a white clay mask on face and body, neutral backdrop.
Editorial portrait of a bald model with a white clay mask on face and body, neutral backdrop.
Textured white sculptural panel with speckled black gradient—modern foam-like wall art on gray.
Textured white sculptural panel with speckled black gradient—modern foam-like wall art on gray.
Model moving through a cloud of white powder—graceful beauty editorial on a high-key background.
Model moving through a cloud of white powder—graceful beauty editorial on a high-key background.

Credits

Daniela Estrada & Salvador Juárez

Date

Creative Direction

Graphic design functions as a strategic communication tool rather than purely an aesthetic exercise. Hierarchy, composition, proportion, and controlled visual consistency improve recognition, reinforce brand values, and create a cohesive customer experience across every interaction. The resulting identity successfully modernizes the brand while preserving the emotional qualities that have made Crepas Cronos a recognizable local business for generations.

Graphic design functions as a strategic communication tool rather than purely an aesthetic exercise. Hierarchy, composition, proportion, and controlled visual consistency improve recognition, reinforce brand values, and create a cohesive customer experience across every interaction. The resulting identity successfully modernizes the brand while preserving the emotional qualities that have made Crepas Cronos a recognizable local business for generations.

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Everything You Need to Know About the Process Before Bringing Your Vision to Life.

Everything You Need to Know About the Process Before Bringing Your Vision to Life.

What graphic design services do you offer?

I work across brand identity, logo design, visual systems, print and editorial layouts, packaging, and digital assets for web and social. With 7 years of experience, I can take a project from early concept all the way to final, production-ready files.

What does your design process look like?

It usually starts with a short discovery call to understand your goals, audience, and references. From there I move into research and concepts, share initial directions for feedback, then refine the chosen route through revision rounds before delivering the final files and guidelines.

How long does a typical project take?

Timelines depend on scope. A logo or small identity piece often takes 1–2 weeks, while a full brand system or multi-page layout can run 3–6 weeks. I'll always share a clear schedule with milestones before we begin.

How many revisions are included?

Each project includes two to three rounds of revisions on the selected direction, so we can fine-tune the details together. Additional rounds or new creative directions can be added if the scope grows.

What files and formats will I receive?

You'll get organized, ready-to-use files for both print and digital — typically vector formats (AI, SVG, PDF) plus PNG and JPG exports. For branding work I also include a simple guideline document covering logo usage, colors, and typography.

How do payments work?

I usually work with 50% upfront and 50% on delivery, unless we agree on something else for larger projects. Everything is outlined clearly before we start, so there are no surprises.

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