SLR@susylo
BRAND DESIGNER
LONDON
slr.susanalopez@gmail.com
+(44) 7501 410809
slr.susanalopez@gmail.com
+(44) 7501 410809
ARCHIEBALD / STEAKHOME
Steak house Brand Identity & Launch Campaign
Context
Archiebald is a classic American steak house located inside the JW Marriott in Polanco, Mexico City.
The project focused on expanding the existing visual identity into a complete brand experience, positioning the restaurant within the tradition of iconic American steak houses while giving it a distinctive contemporary voice.
Challenge
The visual identity existed, but the brand lacked narrative depth.
There was no clear tone of voice, no storytelling framework and no visual system to guide communication across digital, social and physical environments.
The challenge was to evolve a mark into a brand with emotional clarity and cultural relevance.
Strategic Direction
Rather than beginning with a campaign, the work started with brand architecture, defining personality, tone and narrative structure first.
Archiebald was positioned not simply as a steak house, but as a destination where gastronomy, atmosphere and social energy meet a stylish yet relaxed experience.
The visual identity existed, but the brand lacked narrative depth.
There was no clear tone of voice, no storytelling framework and no visual system to guide communication across digital, social and physical environments.
The challenge was to evolve a mark into a brand with emotional clarity and cultural relevance.
Strategic Direction
Rather than beginning with a campaign, the work started with brand architecture, defining personality, tone and narrative structure first.
Archiebald was positioned not simply as a steak house, but as a destination where gastronomy, atmosphere and social energy meet a stylish yet relaxed experience.
Brand System
The French bulldog aviator, Archie, evolved from logo into a narrative character, introducing recognisable personality while maintaining sophistication.
The character was built to do what good brand characters do, create instant emotional recognition and give people something to feel attached to.
A structured visual language guides storytelling across social media, campaigns and digital platforms. AI driven visual exploration helped define the photographic atmosphere early in the process, ensuring consistency across future content.
The French bulldog aviator, Archie, evolved from logo into a narrative character, introducing recognisable personality while maintaining sophistication.
The character was built to do what good brand characters do, create instant emotional recognition and give people something to feel attached to.
A structured visual language guides storytelling across social media, campaigns and digital platforms. AI driven visual exploration helped define the photographic atmosphere early in the process, ensuring consistency across future content.
Outcome
A distinctive hospitality brand with a clear point of view, where character, atmosphere and gastronomy operate together as one cohesive experience.
Creative & Art Direction
Social Media Visual System
AI Visual Character Creation
Website Visual Direction
Photography: Montserrat Castro / Rodrigo Bañuelos / Johnny Bárcena
Website: Joseph Morales
Project developed as part of MAKU Agency.
Social Media Visual System
AI Visual Character Creation
Website Visual Direction
Photography: Montserrat Castro / Rodrigo Bañuelos / Johnny Bárcena
Website: Joseph Morales
Project developed as part of MAKU Agency.