Barra Vieja is Chef Julian Medina’s first restaurant in Miami. A coastal Mexican concept in Doral inspired by the flavors, colors and laid-back energy of Acapulco, where Julian grew up.
For this project, I developed the complete visual identity from the ground up, creating a brand that feels fresh, playful and relaxed while maintaining the attention to detail and sophistication of a night out in Miami.
The identity began with a color palette inspired by the ocean, coastal ingredients, and traditional materials and textures found in Acapulco, layered with Miami’s bold, sexy energy through electric neons, sun-washed pinks, and warm tropical tones. The result is a palette that feels fresh and coastal, but still vibrant, playful, and distinctly Miami.
I developed the logo, typography system, custom illustrations and patterns, drawing inspiration from the textures and character of the original Barra Vieja in Acapulco, a place Julian visited as a kid. Playful characters, from octopuses and shrimp to people raising their margaritas together, bring personality and a sense of celebration to the brand.
The visual identity was extended across menus, business cards, postcards, uniforms, digital applications and branded collateral, creating a flexible visual system that could continue to evolve with the restaurant.
Barra Vieja also marks another chapter in my longtime collaboration with Chef Julian Medina, who gave me one of my first major opportunities after I moved to New York City in 2017. It was especially meaningful to translate a place connected to his childhood into a new restaurant and visual identity in Miami.