Jastor was brought on from the very beginning to build the brand from the ground up, working closely with the founding family to distill their legacy into a clear, compelling identity that speaks to a wide and diverse audience.
We developed a full brand ecosystem—starting with strategy and research, then moving into visual identity, storytelling, and interior branding. The result is a brand that feels both familiar and fresh: rooted in the warmth of Tex-Mex culture, but designed with enough clarity and flexibility to thrive in today’s fast-evolving hospitality landscape.
To translate this identity into a physical space, we are collaborating with our trusted partners at Plasma Nodo on interior design and production—ensuring that every touchpoint, from signage to spatial experience, reflects the heart and soul of Mr. Cruz.