Leñasada

Born in Mexico and raised in Chicago, this 24/7 wood-fired taco shop began as a backyard obsession and evolved into a growing neighborhood concept. What started with fire, family recipes, and late-night cookouts had momentum — but needed sharper positioning and a cohesive brand foundation to scale.

We partnered with the founders to define their white space in a crowded Chicago market, clarify their emotional promise, and build a strategy rooted in nostalgia, hospitality, and mood-changing flavor. From positioning and guest archetypes to guiding principles and experiential direction, we helped shape a brand designed to feel like a backyard cookout that never closes — warm, authentic, and built to create lasting memories.

Handcrafted, sign-painter typography brings a human, nostalgic quality to the identity, layered with bold, urban color blocking that gives the brand confidence and presence on a busy Chicago corner.

A palette of warm reds, golden yellows, creamy neutrals, and teal accents reflects flame, sun, and smoke, while neon-inspired treatments reinforce its 24/7, late-night city energy.