In addition to the architecture and interior of Verdad, the Aria team developed the branding for this new concept from scratch. Working with the team at Perry’s simultaneously on the design and brand identity, it was important the two intertwine seamlessly together. 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 Central Austin, prompted an exploration of the country’s visual and cultural history.

Establishing brand goals and a point of view with Perry’s, 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 Perry’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