Hugo Villa
Design Director · Creative Director
In their own words
The logo is based on the idea of a stone carved or sharpened by hand, often with deliberate imperfections.
We drew inspiration from the subtle traces left behind after a gathering – the wine stains on a table or the marks on a napkin.
The process of creating the wordmark was all about embracing the raw, imperfect beauty of accidental marks.
The melted wax cap serves as a tactile, premium detail that ties directly into the overall theme of organic imperfection.
Articles & interviews
- FAENA Studio Reimagines Mexico City Steakhouse with Ancient Flair
FAENA Studio designed a brand identity for Mexico City steakhouse Cueva, inspired by humanity’s primal relationship with fire and stone. The identity combines raw, hand-carved letterforms with refined typography and tactile materials to evoke a modern cave-like atmosphere. Through techniques like lumen printing and an earthy color palette, the studio created a warm, elegant visual system that connects sophistication with ancestral roots.
- FAENA Studio Crafts Gota Wordmark with Ink Experiments
FAENA Studio created the brand identity for Gota, an organic wine brand from Spain with Mexican roots. The design embraces imperfection through ink experiments, hand-drawn wordmarks, and playful illustrations representing each wine variety. The result is a relaxed, artisanal identity that reflects the brand’s spontaneous and natural character.