RAÍZ & SAZÓN
Industry
Client
Service
Date
2025
Raíz & Sazón is a conceptual brand identity and digital positioning project developed for a sustainable healthy restaurant concept focused on locally sourced ingredients and community engagement. Created as a final university semester project with the highest academic evaluation, the work integrated strategic research, competitive analysis, and audience profiling to define a cohesive visual identity and communication system across digital platforms.
The project focused on developing the brand from concept to execution, including visual identity design, content strategy, social media direction, and digital applications. Research-driven insights informed the aesthetic language, typography, color system, and narrative tone, ensuring consistency between brand values, user perception, and positioning. The work also incorporated AI-assisted image generation through prompt design and visual experimentation to create social media content aligned with contemporary lifestyle trends and digital communication environments.
The process required translating strategic positioning into tangible communication assets, combining branding, storytelling, and digital marketing across multiple touchpoints. This experience strengthened my ability to build brand ecosystems from the ground up, integrating research, creativity, and user-centered design into cohesive visual solutions with real-world scalability. It reinforced the importance of aligning strategy, aesthetics, and communication clarity to create meaningful, engaging brand experiences across digital platforms and evolving audience contexts.
