Tehuana
2023 | Gastronomy
Brand Strategy
Visual identity
Packaging
Editorial design
Social media graphics.
Tehuana is a traditional Mexican restaurant currently located in Colombia. It is a family-owned business founded by José Ángel Riquer, a Mexican doctor and writer inspired by his mother, María Margarita Martínez: a Zapotec Tehuana matriarch devoted to gastronomy.
Tehuana strives to bring the authentic flavors of Oaxaca, celebrates the beauty of Mexican culture, and honors the memory of María Margarita Martínez.
Concept
Nostalgia and tradition shape the essence of Tehuana, a narrative woven through the authentic experience of its Oaxacan founding family. The visual identity deconstructs traditional Tehuana attire into patterns and textures, forming the brand’s distinctive aesthetic.
Project challenges
The Tehuana woman stands at the heart of the brand, guiding an immersive journey into Mexican culture.
Anecdotes, the romanticization of moments and rituals, and the distinctive tone of José Ángel’s writing intertwine to shape its narrative. As the author of several works on Mexican history—including a deeply personal autobiography—his words reflect an unwavering devotion to his homeland and a profound admiration for the Mexican woman as a defining force.
The custom typeface created for the logo draws inspiration from Kukulcán, shaping the letter “e” with its distinctive form. The emblem captures the radiance of the Tehuana woman, the brand’s enduring muse, while seamlessly incorporating the resplandor, a defining element of traditional Tehuana attire.
Visual assets showcased in this portfolio include images provided by clients and their collaborators, intended to complement the artistic and conceptual direction of each project. All rights to these images remain with their respective creators.
