Branding & Identity · Digital Marketing

Misión Cotija

A restaurant-bar in Cuautla, Morelos, built on the flavours of Michoacán. Loved by the people who already knew it, and invisible to everyone else.

Sector
Restaurant / F&B
Where
Cuautla, Morelos
Year
2013
Duration
26 weeks

00/02

Challenges

Problem

The logo felt outdated, and past branding efforts never came together into a consistent system.

Goal

Build a visual identity that truly reflected Misión Cotija's quality and tradition, in a system that could scale across every guest touchpoint.

00/03

Research & Discovery

We ran a full institutional audit (based on Norberto Chaves' brand identity framework) covering the restaurant's reality, identity, image, and communication — combined with surveys of both staff and customers.

Key insights

  • The brand had no defined identity texts (mission, values, positioning) present anywhere in the guest experience — nothing reinforced why Misión Cotija was different.

  • Guests were loyal and recurring, but arrived mostly through recommendation or by passing by — not through any consistent brand recall.

  • Staff wanted a stronger sense of identity too: most had never been trained on the restaurant's values, and uniforms and internal materials were inconsistent.

This confirmed the project wasn't just "a new logo" — it was about giving the restaurant a coherent identity system, inside and out.

Other Works

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