In the heart of
downtown Nashville
Across physical and digital applications
Led the brand from concept through launch
Approach
When an Atlanta-based restaurant group envisioned bringing a fresh Mexican culinary experience to downtown Nashville, they partnered with the Proof Branding team to build the concept from the ground up.
As lead designer, I provided creative direction across the entire project, shaping the brand from its foundational identity through the digital and physical experience. I developed a bold visual identity that directly influenced the restaurant's interior design choices—balancing a sophisticated, moody atmosphere with a deeply welcoming warmth. Built around expressive typography, vibrant color, and a flexible system of custom illustrations, the identity mirrors the texture and intent of the physical space.
From Anticipation to Arrival
The brief required a comprehensive execution: brand identity, digital footprint, and photography, alongside collaborative support for the interior design.
The identity expanded into menus, coming-soon graphics, custom door treatments, exterior signage, and environmental details throughout the restaurant. Each application was designed to build recognition before opening and create a cohesive experience once guests arrived.
Bringing the Experience Online
I designed the website to introduce the food, atmosphere, and story of Calacas through a highly visual digital experience. Lifestyle and food photography brought warmth and energy to the brand, while the identity system connected the website back to the restaurant itself.
Project Impact
The result was an immersive restaurant brand with a clear point of view, designed to feel consistent and memorable from the first digital interaction to the full dining experience.
Brand identity systems
Creative direction + lead design
Custom illustration
Environmental branding
Photography art direction
Signage + menu design
Website design