Branding for Conejo Luna
Set to be nestled in the heart of downtown Flagstaff, Conejo Luna was to bring a new wave of modern Mexican dining to the region—rooted in refined technique, ethereal storytelling, and skillful craftsmanship. We led the project from its earliest stages, building a fully realized concept that encompasses strategy, naming, culinary innovation, identity design, and brand collateral. Drawing inspiration from Flagstaff’s renowned stargazing culture and the rich traditions of local Native communities, we crafted a restaurant experience that feels timeless, sophisticated, and deeply connected to place.
Year
2024
Client
Plated Projects
FSR - Full Service Restaurant, Casual Dining, Mexican
Client Type
Flagstaff, AZ
Location(s)
Brand Strategy, Naming, Culinary Development, Product Naming, Visual Identity Design, Verbal Identity, Menu Design, Collateral
Services
Shifting the brand Strategy
Our process began with deep market immersion, leveraging localized data and insights from the Borne Report—a comprehensive analysis of Flagstaff’s dining landscape. The report revealed a clear gap in the market: an appetite for upscale, experience-driven Mexican cuisine that transcends typical fare. Flagstaff’s blend of tourism, university culture, and outdoor enthusiasts called for a concept that could strike a balance between sophistication and approachability.
Through our brand strategy workshops, we uncovered three core personality traits that would shape every decision moving forward:
Refined — A dining experience rooted in precision, technique, and an elevated presentation.
Ethereal — A concept inspired by the skies above, offering a dreamlike, almost celestial atmosphere through design, storytelling, and menu composition.
Skillful — A celebration of craft—whether in the kitchen, behind the bar, or within the visual identity—where every detail feels intentional and expertly executed.
These traits not only defined the tone of the brand but also informed everything from the architectural cues to the language of the menu, ensuring a cohesive guest experience designed to captivate both locals and visitors alike.
Refined
Ethereal
Skillfull
Restaurant Identity Design
The brand identity for Conejo Luna was designed to evoke a sense of wonder, refinement, and rootedness—an elegant fusion of Flagstaff’s indigenous stories and its celebrated connection to the night sky.
At the core of the identity lies the lunar rabbit motif—an icon that draws from both ancient Mesoamerican folklore and local Native American symbolism of the rabbit in the moon. Paired with radiant celestial symbols and crescent shapes, this logo instantly communicates a sense of mysticism and regional specificity.
Each logo variation was meticulously crafted to flex across different applications—from primary brand marks to secondary seals and simplified icons—ensuring versatility across signage, packaging, digital platforms, and merchandise. The icon set is anchored by soft curves, intentional negative space, and a distinctive rabbit silhouette, offering both instant recognition and layers of meaning upon closer look.
The color palette blends earthy terracotta and clay tones with bright, star-like yellows and subtle ivory highlights—mirroring the tones found in the high desert landscape and nighttime skies of Flagstaff. Typography plays a key supporting role, balancing clean, bold letterforms with delicate script flourishes for a contrast that feels both elevated and approachable.
This identity system not only creates a strong first impression but also invites guests into a space that feels steeped in narrative and craftsmanship—perfectly aligning with the culinary experience at Conejo Luna.
Restaurant MENU Design
Our approach to the Conejo Luna menu design was rooted in simplicity, tactile beauty, and subtle storytelling—creating a piece that feels as curated as the dishes themselves. We designed the menus as tabbed, binder-style booklets housed in custom linen binders, blending a sense of sophistication with utility for easy updates and seasonal changes.
The menu layout mirrors the brand’s personality—Refined, Ethereal, and Skillful—with clean lines, structured grids, and delicate typographic flourishes. Custom section tabs help guests navigate effortlessly through Food + Comida, Cocktails + Cócteles, and Desserts & Beverages + Dulce Y Bebidas, reinforcing the bilingual element while maintaining clarity.
Throughout the design, we layered thoughtful details:
Soft-touch, uncoated paper for a warm, natural feel.
Playful yet elegant typography that mixes vintage-inspired script with bold, legible sans-serif faces.
Delicate borders and color-coded section indicators that guide without overwhelming.
We also incorporated brand elements, such as the iconic lunar rabbit mark and star motifs, subtly placed within the menus and binders—offering a sense of discovery with each flip of the page.
To complement the menus, we designed nostalgic motel-style key tags—playfully branded with Conejo Luna’s logo and paired with faux rabbit foot keychains—serving as keepsakes for guests and reinforcing the restaurant’s slightly mystical, slightly cheeky personality.
This cohesive system of menus and collateral doesn’t just organize the offerings—it deepens the guest experience, immersing diners in the Conejo Luna universe from the moment they sit down.
Restaurant Uniform Design
The uniform system for Conejo Luna was designed to feel authentic, approachable, and stylish—striking a balance between the restaurant’s refined culinary approach and its relaxed, neighborhood vibe.
We outfitted the team in vintage-inspired workwear shirts with custom embroidery showcasing the Conejo Luna wordmark, giving the uniforms a timeless, heritage feel that complements the craftsmanship of the brand. Each shirt was carefully chosen for its tailored-yet-casual fit, with details like western stitching and pearlized snaps that subtly nod to the region’s cultural influences.
For headwear, we designed a series of branded caps featuring different logo lockups from the identity system. These caps serve as both functional wear and covetable merch, extending the reach of the brand beyond the walls of the restaurant.
Aprons were designed in natural tones with bold black logo applications, reinforcing the refined, earthy aesthetic of the overall brand while keeping the staff’s look polished and cohesive.
In tandem with the uniform pieces, we created custom takeout bags that mirror the same visual language, with playful typography and brand marks that make even a to-go order feel like part of the full Conejo Luna experience.
This system of apparel and packaging doesn’t just dress the staff—it unifies the team under a shared identity, while extending the story of Conejo Luna into every guest interaction.
Restaurant Marketing & Collateral Design
The advertising and in-store marketing for Conejo Luna was designed to immerse guests in the brand’s ethereal, skillful world before they even take their first bite. We crafted a series of bold, cinematic posters that merge high-drama photography with surreal, cosmic overlays—each designed to evoke the celestial themes woven throughout the restaurant’s identity.
Featuring moody black-and-white imagery layered with starry textures, these posters highlight signature offerings like the Celestial Sangria and Sparks in the Sky grill dishes. Each piece pairs atmospheric visuals with whimsical, story-driven descriptions, creating an editorial, almost vintage travelogue aesthetic. Framed and displayed throughout the space, these posters add both intrigue and storytelling depth to the dining room.
To further extend the brand narrative, we designed custom coasters and nostalgic motel-style keychains as functional yet playful takeaways for guests:
The coasters double as brand touchpoints and conversation starters, with witty, handwritten-style notes that introduce Conejo Luna’s philosophy and culinary perspective. The reverse features the iconic rabbit seal, reinforcing the visual identity at every table.
The keychains—available in bold amber and black—are stamped with the Conejo Luna logo and paired with faux rabbit’s foot charms for a cheeky nod to the brand’s namesake. These pieces serve as collectible merchandise and subtle marketing tools, carrying the Conejo Luna story far beyond the restaurant itself.
Together, these elements embody the brand’s personality—Refined, Ethereal, and Skillful—while creating layered, memorable guest experiences that linger long after the meal.
Project Recap
Conejo Luna represents a bold new addition to Flagstaff’s dining scene—an upscale, modern Mexican concept rooted in refined technique, ethereal storytelling, and regional authenticity. From strategy and naming to culinary development, brand identity, and guest touchpoints, every element was meticulously crafted to evoke a sense of place and wonder.
Poised for its debut, Conejo Luna is set to introduce Flagstaff to a dining experience unlike any other—where celestial beauty, local culture, and culinary craft converge under one roof.
“Joseph Szala and the Bullhearted Team possess an incredible talent for translating ideas into beautiful visuals. They took initial concepts and transformed them into a unique and powerful identity for two stunning brands of ours, The Oakmont and Conejo Luna. The result is a strong, cohesive brand that resonates with our guests and has significantly impacted our business.”