The Art of Luxury Hospitality Branding Through Design

In the world of luxury hospitality, design is more than aesthetics—it is a language of precision, restraint, and cultural depth. From the moment a guest encounters a restaurant’s visual identity, design sets expectations, communicates values, and frames the experience that follows.

For Maya Olmo, Director of Marketing and Communications at Casamata, design is a strategic and cultural tool used to shape some of today’s most celebrated dining destinations. With nearly eight years of experience in visual identity, branding, and communications design, Olmo has built a career focused on creating cohesive brand systems for high-profile restaurants operating at the intersection of cuisine, culture, and luxury.

As a Mexican designer working with a Mexican-founded hospitality group, Olmo brings cultural fluency to her work—an essential element when translating concepts rooted in Mexico for U.S. audiences. Her approach prioritizes authenticity and visual continuity, ensuring that each brand maintains its original identity while resonating within new markets.

At Casamata, Olmo leads the creative development of visual identities across the United States, with a focus on restaurant branding, graphic systems, menus, digital platforms, and campaign assets. Her work spans both interior and exterior brand touchpoints, ensuring consistency across physical spaces and communications. “Luxury in hospitality is often quiet,” she notes. “It’s about clarity, intention, and knowing when to let the design speak for itself.”

Olmo’s portfolio includes branding and visual direction for projects that have received national and international recognition. She created the brand identity for Esse Taco, whose opening was featured in Eater, and led the visual direction for the Panadería Rosetta x ATLA pop-up, also covered by the publication. Her branding work for the Pujol x World’s 50 Best (WSA) collaboration, developed in partnership with Resy for Pujol, the two Michelin–starred restaurant, was announced by The New York Times and Eater, placing design at the forefront of a globally recognized culinary moment.

Beyond pop-ups and campaigns, Olmo has led the redesign of digital platforms and menus for acclaimed restaurants such as Cosme and Damian. These projects required translating in-restaurant experiences into refined digital environments, maintaining the same level of craftsmanship and attention to detail across mediums.

Prior to joining Casamata, Olmo worked with brands in both Mexico and the United States, developing visual identities that strengthened brand recognition and editorial presence. She also collaborated with chef Daniel Boulud, producing graphic design assets for newsletters, seasonal campaigns, and branded materials—projects that demanded a balance between sophistication and clear visual communication.

Her expertise has extended into industry conversations, including a podcast appearance with Puromerco and an interview with Resy discussing the creative approach behind the Pujol x WSA collaboration. These engagements reflect her growing role as a voice in hospitality branding and design.

Guided by Casamata’s values of craftsmanship, collaboration, and respect for origin, Olmo approaches each project with intention. “Design is about honoring the work behind the scenes,” she says. “When done well, it elevates the entire experience without calling attention to itself.”

As luxury hospitality continues to evolve, Olmo remains focused on the role of visual storytelling in shaping enduring brands. “The most memorable experiences are the ones that feel effortless,” she adds. “That’s the result of thoughtful design.”

Disclaimer: Written in partnership with APG.