Parche is a contemporary Colombian restaurant located in the heart of Oakland, and I was brought on to develop its full brand identity, from the ground up. The vision from the owners was clear: they wanted a brand that felt authentically Colombian, but also resonated with the artistic and culturally rich spirit of Oakland.

My work began with designing a bold, graphic logo that would serve as the foundation of the brand. Drawing from Colombia’s natural and cultural iconography, I incorporated elements like the Andean condor and the jaguar—symbols of power, heritage, and mythology. These motifs helped root the identity in place and tradition while keeping it visually dynamic and contemporary.

The color system was inspired by the iconic palette of Colombia—red, blue and yellow—balanced to feel modern and sophisticated for a restaurant environment. The overall look and feel leaned into artistic textures and bold illustrations, blending folkloric references with a clean, elevated design sensibility.

The result is a brand that feels proudly Colombian yet right at home in Oakland’s creative food scene—distinctive, expressive, and full of soul.