We graphically stabilized the brand, eliminating the superfluous elements and creating a code and visual level for the media of daily use in the restaurant, as well as for the decoration of the premises, working in a team with the architects on the interior design of the space.


We had to update the brand of restaurants that had more than 20 years of history, created as the first restaurant with quality Spanish cuisine in the US. These restaurants were created at a time of complete ignorance about the country and its gastronomy, and the brand was encompassed in a folkloric atmosphere from which it was necessary to detach it and move it towards a more contemporary identity.



During the process we had to analyze the history of the Jaleo restaurants, having to give up certain elements that were introduced in their creation, because the assimilation of Spanish culture has already penetrated into the mind of the American user, thanks to the work of the chef José Andrés.

We decided to develop a basic course of Spanish “slang” on the different graphic media, as well as in the surroundings of the restaurant, making small nods to Spanish popular culture.


The brand update project was aimed at cleaning, re-styling the logo and building a graphic, visual and linguistic code that would give the brand character and would help the user to empathize with the Jaleo restaurants and their fresh philosophy.

What we did

  • Identity & Branding
  • Environmental design
  • Art direction
  • Creative direction