“casa müi is a series of pop-up events that happen in Mexico, within the presence of the greatest exponents of cuisine worldwide. The challenge was to create an identity that would work as a system for a series of events; in other words, we had to create a living brand that could adapt to different restaurants, chefs and cities at different times.

“Casa means House in Spanish, and müi means heart in Otomí, an indigenous language based in the central region of Mexico. With the name, we wanted to reference the fact that the kitchen is the center of everything in Mexico. We wanted to express that our food is our spinal column, our inheritance and our legacy—the warmth with which all Mexicans open their doors and their hearts to everyone, and how we are always open to try new things and to share no matter what. The graphic identity was inspired by Otomí art and colorful embroideries of organic figures. We worked on the three pillars that are the basis of all events: the house, which represents the restaurant; the heart, which represents the chef; and the root, which represents the city where the pop-up will take place.”