CTC - CLARO

At the end of 2020, I was tasked with art directing, designing, and producing a full graphic identity for CTC Cocina Claro To-Go—a project that blended Oaxacan street food culture with the grit and nostalgia of 1980s NYC. This was not just about designing a logo; it required deep cultural interpretation, translating ideas across multiple collaborators, and building a cohesive visual system that felt both timeless and relevant.

Concept & Inspiration

The heart of the brand was the idea that tlayudas are to Oaxaca what pizza is to NYC—an iconic, street-level comfort food. The identity needed to celebrate this connection, capturing the rebellious energy of NYC’s punk and hip-hop scenes, the raw aesthetics of Latin American hand-painted signage, and a bit of Disney-inspired playfulness. One of the key creative anchors was the "Big Bad Wolf" chef, reimagined as El Tlayuda Man, a mischievous figure reminiscent of vintage animation and classic pizzerias.

Collaboration with Toño Camuñas

A crucial part of this project was my collaboration with Oaxaca-based artist Toño Camuñas, whose bold ink illustrations became the foundation of the CTC brand. Before commissioning the artwork, I worked closely with TJ Steele, chef-owner of Claro, to define the aesthetic language. Given our shared design sensibilities—rooted in the 1980s and 90s visual culture—we developed a direction that balanced old-school lettering, underground art influences, and contemporary food branding.

Much of the process was done remotely, with sketches, references, and annotations exchanged via WhatsApp. Toño’s technique, working with black ink and brushes, allowed for a high-contrast, hand-crafted look that was ideal for digital adaptation. Some pieces were vectorized for clarity, while others retained their raw strokes and textures, preserving the analog quality of his work.

Final Execution & Applications

The graphic system extended across multiple formats, including:

• Custom Tlayudas and Churros takeout boxes featuring illustration from Toño Camuñas, El Chimu, Lions.

• T-shirts, stickers, and other merchandise integrating hand-drawn typography and Oaxacan motifs.

• A flexible logo system that worked across square compositions for packaging and branding.

• A color palette inspired by Mexican and NYC street culture—Rojo, Verde, Blanco, with explorations in acid tones.

The final result was a visual identity that felt like a true fusion of cultures—an intersection of Oaxaca, Brooklyn, punk, and street food nostalgia.

This project was an intense creative challenge and a deeply rewarding experience—balancing food, art, and cultural storytelling in a way that felt authentic, bold, and collectible. It pushed the boundaries of restaurant branding, showing how illustration, nostalgia, and urban energy can come together to create something truly memorable and unique.