Don Federicos 

Tortas Don Federico is a vegan torta shop concept inspired by family, fresh produce, and the flavors of Los Angeles. The brand is rooted in the story of my grandfather, who worked in the fruit and vegetable industry and would often bring tomatoes home for our family, a memory that became the foundation for the red in the visual identity.

I created the branding system, including icons, typography, and illustrations, designed to extend across stickers, social posts, apparel, merch, and other brand touchpoints.