Brasa was developed as a fast-casual smoked-birria concept with a visual identity designed to feel bold, cultural, and highly distinctive. I built the system around dramatic food photography, expressive typography, and a restrained charcoal, ember red, and cream palette, then extended it across packaging, social, campaign assets, and merchandise. The goal was to create a restaurant brand with the confidence and desirability of a lifestyle brand while keeping the food at the center.