Pacifico

Pacífico is a self-initiated concept brand — a luxury modern Peruvian restaurant imagined for Penn Quarter, Washington DC. I created it to explore a question close to my heart: what does premium hospitality branding look like when cultural depth meets modern power culture? Peruvian cuisine is celebrated worldwide, yet underrepresented at the luxury tier in DC. Pacífico was my answer.
I built the entire brand from the ground up, positioned around a single idea — The Pacific Coast, Reimagined. Not a neighborhood spot, but a destination for DC's executive, diplomatic, and globally-minded diners. The identity is commanding rather than quiet: a deep ocean navy and saffron gold palette, high-contrast editorial typography, and a custom logo system featuring an accented wordmark and a geometric monogram drawn from sun and palm motifs.
I then designed the full digital experience — a dark, cinematic website with a homepage, experience page, and more, art-directed down to the food photography and built to feel like the brand happened to serve extraordinary food, not the other way around. Pacífico is the clearest expression of how I think: strategy first, culture at the center, and luxury in every detail.

The Project

Brand
Strategy
Visual Identity Web Design Brand Collateral

Brand Strategy · Visual Identity · Web Design · Brand Collateral