El Taller de Billy Sazón · 2026
Mítico.
From an unnamed culinary idea to a narrative world that lives across social, the table and collective memory.
03 · End-to-end creative directionThe starting point
There was no campaign yet. There was a story waiting for form.
El Taller wanted to launch a menu inspired by Costa Rican urban legends. The theme existed, but it still had no name, concept, identity or communication path capable of turning it into desire and reservations. My role was to build that system from end to end.
- Client
- El Taller de Billy Sazón
- Year
- 2026
- Challenge
- Launch without revealing the dishes
- Scope
- Naming, strategy, identity and experience
The cultural opportunity
Legends do not survive because someone explains them. They survive because someone tells them again.
The opportunity was to turn oral heritage into a contemporary experience, avoiding both obvious horror and postcard folklore.
01 · Naming
The name had to be brief, ownable, memorable and capable of holding many stories.
One word with immediate strength, mystery and recall.
It could name the menu, its chapters and future expressions of the experience.
It elevated the theme without making it solemn, literal or predictable.
02 · Creative platform
MÍTICO / 2026Legends, served.
The platform connected the origin of every dish to a legend and turned mystery into a brand asset. This was no longer just a menu announcement: every post, card, service gesture and collaboration could reveal a new chapter.
The visual world
Between memory and mystery.
I built a dark, warm and sensory art direction inspired by the Costa Rican night and the intimacy of the restaurant. The food could remain secret; the atmosphere already had something to say.
An identity that could suggest the menu without explaining it completely.
Editorial typography, amber light, deep shadows and barely revealed presences created a recognizable social system.
03 · Launch strategy
A story designed to unfold chapter by chapter.
- 01
Omen
Build intrigue without showing the dishes.
- 02
Appearance
Introduce Mítico and open reservations.
- 03
Chapters
Release legends and content in phases.
- 04
Living experience
Bring the world into the table, service and objects.
- 05
Continuity
Sustain the conversation through content, dates and reminders.
From story to table
The story left the screen.
The legend cards made the concept tangible inside the restaurant. Each piece could be read, shared and kept; guests did not simply receive a dish, they received a chapter.
One system, multiple touchpoints
The same story across social, paper and space.
El Taller Gazette extended the narrative into a restaurant editorial piece, while the cards and atmosphere connected communication with experience.
04 · Documentary content
A voice with cultural credibility.
As part of the strategy, I proposed a collaboration with documentary creator Juan Delvo to connect cuisine, memory and territory through an authentic point of view. The piece is about to launch, and this space is ready to host the film as soon as it becomes available.
Coming soon · Film with Juan Delvo ↗My contribution
A case where I owned the entire system.
Culinary lead · Chef Sergio Dobles
Proposed documentary collaboration · Juan Delvo
Creative Director · Defined the positioning and protected the coherence of the world.
Art Director · Built the visual language and its applications.
Strategist · Designed the launch and content-continuity roadmap.
Copywriter · Developed the naming, concept and campaign voice.
Designer · Executed digital assets, cards and the restaurant newspaper.
The lasting lesson
A strong menu idea becomes a brand when it can be experienced before, during and after sitting at the table.Back to selected work↑