Casona Tunan
A vignette into the soul of El Salvador.
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Casona Tunan is a 12-room ancestral casona in Mizata, El Salvador, a place where hospitality is guided by spirit, tradition, and intention. I was brought on to shape its identity from the ground up: transforming a physical home into a soulful brand rooted in heritage and belonging.
The Brand
Nostalgic but modern. Rooted in culture. Maternal and mysterious with hints of spanish. Every word was crafted to echo the sacred feminine, quiet, strong, and welcoming.
Designed in collaboration with Deep Fried Studio)
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Logo: Bold serif wordmark with an ancient yet feminine touch
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Palette: Earth tones inspired by sunbaked adobe, native wood, and volcanic soil
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Typography: Libre Caslon & Karla for elegance and warmth
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Mosaic System: A repeating tile pattern inspired by colonial homes and spiritual symbols
The photographic style of Casona Tunan blends ancestral warmth with rustic elegance, golden hour light, earthy tones, and textures that feel lived-in. Images are candid and intimate, capturing unposed moments, soulful portraits, and details like woven textiles, handmade food, and open doors.
Casona Tunan is a home with a soul. This project went beyond branding, it was about honoring place, ancestry, and the quiet magic of true hospitality that lives within the homes of El Salvador.
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My Role
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Brand strategy & naming foundation
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Narrative & concept development
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Tone of voice definition
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Creative copywriting (story, taglines, descriptions, website)
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Content direction for web & print
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Creative Direction for brandbook, design & photography