Blueprint 2024: Verdad Branding

In addition to the architecture and interior of Verdad, the Aria team developed the branding for this new concept from scratch. Working simultaneously on the design and brand identity, it was important the two operate in synchronicity. With one team crafting both aspects, intention and execution intertwine, feeding into each other and adapting as the project grew. The concept, an exploration of modern Mexican food culture in the heart of Central Austin, prompted an exploration of the country’s visual and cultural history. Discussing the client’s goals and point of view, designers delved into research, looking to represent Mexico’s long and complex cultural story with integrity and nuance.
As the brand tone and voice began to take shape, the design team developed a visual identity inclusive of logos, color palette, typography, and brand patterns. Designs for branded elements such as menus, packaging and uniforms, were carefully considered with the interior design for a comprehensive and fully realized brand identity. Common visual elements are featured in both physical form and brand collateral seamlessly integrating brand and design in the restaurant space. Colors and visual textures mimic the natural materials and deep colors of traditional Mexican handicraft, from adobe to fiber weaving. The design team approached the logo, typology and brand assets from this perspective as well, calling to mind both the vibrancy of modern Mexican art and the natural landscapes across Mexico, from the Sonoran Desert to the Baja Coast.
To round out the guest experience, Aria designers curated every detail: choosing tableware and serving ware — even selecting the music to ensure the vibe of the space aligns with the client’s goals.

“Building Verdad’s brand identity alongside the architecture and interior meant we were able to develop the client’s vision from every angle, adjusting each element to form a cohesive story.
” – Megan Walsh, Principal

Read the full Blueprint HERE

Project Details: Scope Branding Photography Steve Chenn, Jordyn Hunter

Blueprint 2024: STK

Aria’s first completed STK project brings our client’s signature “vibe-dining experience” to the heart of the Uptown neighborhood in Charlotte. Working with The ONE Group, the existing space was transformed into an elevated and vibrant two-story restaurant with a large outdoor patio. High contrast black and white tones throughout tie the different spaces together and […]

Blueprint 2024: Verdad

A new concept form Perry’s Restaurants, Verdad lives up to its name. Truth and authenticity are at the heart of this celebration of Mexican food culture. Working closely with the client from the concept’s inception, Aria’s designers brought our client’s vision to life — seamlessly weaving together the design and brand identity. Extensive research and […]

Blueprint 2024: Henrico

The Henrico Sports & Events Center is a state-of-the-art event and championship complex featuring 12 basketball courts/24 volleyball courts, plus massive Event Space. The building’s tilt up construction provides an industrial aesthetic and large scale proportion to the interior and exterior program. Exposed tilt up concrete walls and polished concrete floors add texture while maintaining […]

Blueprint 2024: Lucky Cat

Building on the style of Lucky Cat’s original London location, Aria worked to maintain the spirit of the brand while adapting it to take a foothold in Miami’s prolific nightlife scene. Inspired by the jazzy, late-night Kissas of 1940’s Tokyo, Lucky Cat is an exercise in understated opulence. It is a space defined by details, […]

Blueprint 2024: Verdad Branding

Blueprint 2024: Verdad Branding

More Posts