From day one, my role has been to build and maintain a cohesive visual identity for Istmo. Working closely with Chef Carlos López Muñoz, whose background includes working with Rick Bayless, the goal was to translate his culinary perspective into a brand that feels rooted, and refined. Every element was designed to honor Oaxacan culture.

The brand direction leans minimal and neutral, allowing the food, textures, and cultural references to take center stage. A restrained color palette, thoughtful typography, and a consistent visual language create a sense of calm and intention across every touchpoint.

Typography plays a key role in the system, with a typewriter-style font that subtly references tradition, storytelling, and something passed down over time. Photography is approached with equal care. Often warmed in tone to evoke the feeling of the Mexican sun, creating an atmosphere that feels both intimate and familiar.

I also designed and built the Istmo website. Clean, straightforward, and highly visual. The experience is intentionally image-forward, allowing the photography and dishes to lead while maintaining a seamless and refined user journey.

Across marketing and design, I explore minimal compositions layered with soft textures and natural backdrops, reflecting the simplicity and depth of the cuisine itself.

While the restaurant is new, the goal was to create a visual identity that feels timeless, as if it has always existed. The restraint in the branding allows the photography and dishes to stand out, demonstrating that sometimes the most impactful design comes from knowing when to hold back.

Through a consistent and intentional brand presence, Istmo quickly established itself within Chicago’s dining scene. In its first year, the restaurant grew to over 10K followers on Instagram, building an engaged audience that continues to expand organically.

Istmo has also received recognition from Eater Chicago, with multiple features highlighting both the cuisine and overall experience. Beyond digital growth and press, the brand has resonated deeply on a local level becoming a welcomed and respected addition to the Lakeview community.

The combination of thoughtful branding, consistent storytelling, and a strong visual identity has positioned Istmo as more than just a new restaurant, but as a meaningful cultural presence. One that feels both authentic and lasting.