Embracing the place is what branders live to do. When given a proper backdrop of historic, cultural or philosophical context, brand makers love to create a brand that fits the community like a glove. Santa Cruz, a Mexican BBQ restaurant in Santa Catarina, a city in northeast Mexico, does just this with their distressed yet smooth and calm branding. Anagrama is responsible for the project and they say the brand embraces its “conceptual rugged awkwardness”. The brand has a handmade quality to its brand marks and print work, but it’s the building itself that amazes. Anagrama collaborated with architect Eiji Hayakawa, who created a massive building that resembles a barn. Set against the backdrop of industrial Santa Catarina, it carves an imposing impression on the city, while maintaining its curious nature. The handmade vibe of Santa Cruz is dead on perfect for the slow-cooking style of BBQ preparation. It’s takes a while to get it right and when it’s right, it’s really right. That’s the sense Santa Cruz gives. There’s a lazy quality to this brand vibe that is perfect for a place committed to taking their time to make everything delicious.