Más Amable
Case Study
Más Amable is a wood-fired dining experience in Phoenix, Arizona, focused on creating a warm, memorable atmosphere for guests. Founded in 2022, they host periodic ticketed dinners and weekly pop-ups at Sauvage, a local wine bar, with plans to open a permanent restaurant. The menu blends Italian and Spanish flavors, emphasizing quality, simplicity, and seasonal ingredients, while supporting local producers. Más Amable also highlights the importance of music and art in building community and fostering cultural connections.
As a new entrant in the food and beverage market, Más Amable needed a distinctive visual identity and printed collateral to create a cohesive dining experience. They also required a unified social media presence to attract customers and vendors. The solution was a simple, straightforward visual identity that reflected their core values and could seamlessly translate into their printed materials.
The first step was meeting with Más Amable’s founder, Matt, to understand the brand's values and purpose. From there, I began moodboarding and conceptualizing logo ideas, focusing on a playful, organic, and bold design. Taking a hand-drawn approach, I used oil pastels to create authentic, artistic logo variations, refining the design until Matt and I were satisfied. The bold green and pale yellow colors were chosen to reflect the brand’s commitment to sustainability and community.
After finalizing the branding, I designed printed menus and merchandise, such as t-shirts and hats, to create a cohesive aesthetic and team uniform. Finally, I created social media assets to promote Más Amable’s upcoming events and engage their audience.
This project focused on creating a cohesive visual identity for Más Amable, aligning the brand's image with its mission to connect people and foster a sense of community. By developing a logo, color palettes, typography, and printed collateral, the goal was to create an authentic, playful aesthetic. This transformation attracted a large customer base, allowing Más Amable to shift from semi-annual events to holding weekly dining experiences at a local wine bar.