Designing a Farm to Table Hospitality Brand Rooted in Warmth and Intention
Client
Treehouse Restaurante
year
2024
role
Brand Identity, Experience Design, Creative Direction
Project Description
Treehouse is a garden-to-table restaurant and event space in Mexico City, focused on fresh, seasonal food and thoughtfully designed hospitality experiences.
01. Context + Background
Treehouse was more than a restaurant, it was a story about connection, intentional living, and the beauty of seasonal food. Nestled in a hidden garden in Mexico City, it needed a brand identity and guest experience that reflected the warmth of the space, the quality of the ingredients, and the sense of care that defined every touchpoint.
01. Context + Background
Treehouse was more than a restaurant, it was a story about connection, intentional living, and the beauty of seasonal food. Nestled in a hidden garden in Mexico City, it needed a brand identity and guest experience that reflected the warmth of the space, the quality of the ingredients, and the sense of care that defined every touchpoint.
02. My Role
I led the full brand experience from concept to execution.
Created the visual identity, menus, signage, and digital presence
Designed the spatial flow and curated the physical brand through materials, table design, and ambiance
Sourced linens, ceramics, plants, and interior details to complement the brand aesthetic
Directed and styled photoshoots, social content, and seasonal campaigns
Developed a guest experience that included reservations, walk-ins, and curated supper clubs
04. Approach / Solution
I approached Treehouse as a sensory experience designing not just how it looked, but how it felt. Every detail was curated to support a sense of calm and connection, from linen textures and music to menu typography and garden lighting. The visual identity was soft and organic, with hand-touched elements that honored nature and ritual. I brought consistency across all brand expressions, from physical signage to digital presence, while staying true to the spirit of the space.
05. Results / Impact
Treehouse became a sought-after destination for both locals and travelers, with fully booked events and consistent word-of-mouth buzz
The design helped communicate quality and care, allowing Treehouse to host collaborations with chefs, florists, and wellness brands
The physical and brand experience felt deeply connected, resulting in higher guest satisfaction, photo-worthy moments, and a strong sense of community
