Photography: Elías Avilez/Elías Collí
Copywriting: Verónica Garibay
Set Design: Daniel Avila
“Cartas a Frida®” is a contemporary Mexican restaurant, located in the center of the city of Merida.Its identity is inspired by Frida Kahlo, Mexican muse par excellence, and the letters she wrote throughout her life. Its romantic and passionate essence is palpable in the spot, surrounded by the bohemian charm of one of the most popular neighborhoods in the city.
Visiting the restaurant is an ode to Frida, to her letters, in which the authors are the diners and the letters are their memories.
The name "Cartas a Frida®” (letters to Frida) comes from the artist's great collection of letters and notes, written to the important people in her life and for herself, as reflections.
Now, when visiting the restaurant we are the ones who write to her.
For the logo, we selected a font family with nice geometric contrasts, balancing the composition with the main icon. As the main icon, we created the illustration of a white dove, the universal messenger symbol, in addition to being a representation of Frida, known by the affectionate nickname of "dove".
For the color palette, we selected Mexican pink and turquoise blue for a fresh yet traditional accent. Those touches of life and color, which are also representative of Mexican gastronomy, speak of the vitality of the artist's heart and the energy of the bistro. The balance with black and white, sober solid colors, brings the modern and industrial touch present in the restaurant's design.
We added Mexican touches to the identity from a repetition pattern inspired by the Talavera floors of Puebla and the pasta floors, typical of Yucatan.