Tulum, Quintana Roo, Mexico
Though Tulum is undoubtedly a mecca for, lack of a better term, hipsters, it was of vital importance that the trappings associated with ‘trendy’ lifestyles (vintage logos, bohemian devices) be eschewed for something effortless, timeless and yet unique. The partners were perspicacious enough to know that ‘Williamsburg on the beach’ would have a limited shelf-life. The Arca partners were meticulous in constructing a restaurant space with minimal environmental impact— and we felt it important that this commitment should be evident in all brand messaging. Through several iterations of the Arca identity, we finally arrived at a logo direction that was sufficiently not-cool.