The Brief
I developed the brand identity for The Ventanas Group (TVG), a hospitality group launching in Little Rock. The organization was created to unify a growing collection of restaurants and cafés under one parent brand while supporting future expansion. The identity needed to reflect the group’s ambition to elevate hospitality while respecting the individuality of its restaurant concepts.
I developed the brand identity for The Ventanas Group (TVG), a hospitality group launching in Little Rock. The organization was created to unify a growing collection of restaurants and cafés under one parent brand while supporting future expansion. The identity needed to reflect the group’s ambition to elevate hospitality while respecting the individuality of its restaurant concepts.
The Problem
TVG was bringing together several well-known local establishments, including The Purple Cow, Mugs Coffee Co., Mylo Coffee, and Leiva’s Express. While each brand had its own identity and loyal following, the new parent organization needed a visual system that could represent the group as a whole. The challenge was creating a brand that felt elevated and forward-thinking while remaining flexible enough to support a diverse portfolio of restaurants and future concepts.
TVG was bringing together several well-known local establishments, including The Purple Cow, Mugs Coffee Co., Mylo Coffee, and Leiva’s Express. While each brand had its own identity and loyal following, the new parent organization needed a visual system that could represent the group as a whole. The challenge was creating a brand that felt elevated and forward-thinking while remaining flexible enough to support a diverse portfolio of restaurants and future concepts.
Insight
A successful hospitality group brand shouldn’t compete with the restaurants it represents. Instead, it should act as a unifying framework that signals quality, leadership, and shared values across the portfolio.
A successful hospitality group brand shouldn’t compete with the restaurants it represents. Instead, it should act as a unifying framework that signals quality, leadership, and shared values across the portfolio.
Design Intent
I designed a clean, modern identity system that communicates sophistication while remaining approachable. The visual language emphasizes structure, balance, and subtle elegance to reflect the group’s commitment to thoughtful hospitality and curated experiences. The system was intentionally designed to scale—allowing new restaurant concepts to be introduced under the TVG umbrella without disrupting existing brand identities.
I designed a clean, modern identity system that communicates sophistication while remaining approachable. The visual language emphasizes structure, balance, and subtle elegance to reflect the group’s commitment to thoughtful hospitality and curated experiences. The system was intentionally designed to scale—allowing new restaurant concepts to be introduced under the TVG umbrella without disrupting existing brand identities.
Outcome
The identity established a clear visual foundation for The Ventanas Group as it launched and expanded its portfolio of restaurants. The system supports ongoing growth, positioning TVG as a recognizable hospitality leader while allowing each individual establishment to maintain its unique character.
The identity established a clear visual foundation for The Ventanas Group as it launched and expanded its portfolio of restaurants. The system supports ongoing growth, positioning TVG as a recognizable hospitality leader while allowing each individual establishment to maintain its unique character.
