Don Fuego is a fictional restaurant built around open-fire cooking. The vibe feels social and warm, with food prepared in full view and served straight from the flame.
The inspiration for the identity came from the background of working with
fire. I wanted to capture the craft of open-fire cooking focusing on the
smoke, the fire, and the raw nature of the whole experience.
I really liked the concept of using hand marks and fingerprints, especially using the
texture of an ash-covered hand. The concept centred on building the identity around Don Fuego, a character who leaves his handprints everywhere.
Holding the menu, passing plates, handing out business cards...
This element brings a personal touch to the identity and has been applied effectively across the brand materials.
The idea was to choose a typeface that stayed in balance with the marks and
didn’t draw too much attention. The goal was for the lettering and textures to
work together, rather than compete with each other.
I also hand-drew letters using charcoal and used them for the menu, as if Don Fuego had quickly written it himself.
0 likes · 0 views · Oct 13, 2026
Don Fuego is a fictional open-fire restaurant whose identity is built around a character who leaves his handprints everywhere.
