Branding & Identity · Digital Marketing

Misión Cotija

A restaurant-bar in Cuautla, Morelos, built on the flavours of Michoacán. Loved by the people who already knew it, and invisible to everyone else.

00/01

The diagnosis

The logo felt outdated, and past branding efforts never came together into a consistent system.

A visual identity that reflected the restaurant's quality and tradition, in a system that could scale across every guest touchpoint.

Framework: A full institutional audit based on Norberto Chaves' brand identity framework
Four dimensions: Reality
Identity
Image
Communication
Two surveys: Staff
Customers

01 Guest experience

The identity was invisible

No defined identity texts — mission, values, positioning — appeared anywhere in the guest experience. Nothing reinforced why Misión Cotija was different.
02 Customers

Loyalty without brand recall

Guests were loyal and recurring, but arrived through recommendation or by passing by, not through any consistent brand recall.
03 Staff

The team had no shared reference

Staff wanted a stronger sense of identity too. Most had never been trained on the restaurant's values, and uniforms and internal materials were inconsistent.