CARNITAS DON RAÚL
BRANDING / BRAND PHOTOGRAPHY AND VIDEO
CLIENT
Carnitas Don Raúl is a beloved carnitas brand from Morelia, Michoacán. Founded in 1991 by Don Raúl at a small street taco stand, the business quickly became a culinary landmark. Known for its authentic recipe and rich, slow-cooked flavor, it earned a loyal following among locals and travelers alike. The brand has since expanded to the U.S., with its first location in San Antonio, Texas, led by Michelle and Martín.
KEYWORDS
Carnitas / Branding / Mexican Food / Rebranding / San Antonio / Morelia / Restaurant Identity / Environmental Graphics
THE OBJECTIVE
Refresh the brand identity of Carnitas Don Raúl while preserving the essence of its street-food legacy. As the brand crossed borders, the goal was to modernize the visual system without losing its authenticity — honoring its origins while adapting to new markets and audiences.
THE SOLUTION
We retained the brand’s original symbol and gave it new life through an updated, industrial-inspired typeface that evokes strength, tradition, and craftsmanship. The color palette shifted to neutral tones, creating a timeless foundation that allows the brand to grow while staying grounded in its heritage.
I also collaborated with architect María Guiza to ensure the visual identity extended into the physical space. From material choices to signage and graphic elements, the goal was to reflect the branding throughout the restaurant's atmosphere — blending visual identity and spatial design into one cohesive experience.
