A new brand expression and experience

As Creative Lead, I led a full evolution of the Wahaca brand, aligning its expression and experience with its Mexican cultural inspiration and revitalising how it is experienced across every touchpoint.

Through cultural research and craft, I defined a new creative direction that hones in on material richness. Working closely with Chris Baggott Architects, I re-aligned the approach to interiors, façades, signage and print to tell a cohesive story.

A research trip to Oaxaca informed the sourcing of artisan ceramics and artwork that were introduced across the group weaving craft and heritage into the brand experience.

Alongside the restaurants, the digital experience was reworked to ensure consistency in design and storytelling.

The result is a revitalised brand experience that feels grounded, crafted, and confident, strengthening perception and performance across newly evolved sites.