Sombra Lounge
Our door is your bridge. Where you exit the mundane and enter the curious. Introducing Sombra, a Mexican-Inspired Eatery & Lounge.
Brand Design Concept
We had the honor of naming and branding this restaurant from the ground up. Literally. In English, Sombra means shadow so we crafted the brand design around the concept of mystery.
Brand Story
We crafted the brand story as an invitation to experience the unexpected & reinforce the intriguing atmosphere:
Our door is your bridge.
Where you exit the mundane
and enter the curious.
Our senses unmask truths long forgotten.
Tempting you. Awakening you. Inspiring you.
Leap without fear. Dive without doubt.
Discoveries emerge into the light,
sparking fires and igniting imaginations.
This is for the fun seekers,
the daredevils, and the all-ins.
This is Sombra. Welcome.
The point of this journey is not to arrive.
It’s to enjoy the ride.
The Sombra Code
In addition to the brand story, we also established the “Sombra Code”—a set of 10 cheeky and unusual rules displayed on every table that stir up discussions and even a little controversy.
Minds must open before our doors do.
In the darkness, you see more.
With dares, regret is never an ingredient.
Kindness wins. Every time.
Don’t seek fun. Let fun find you.
Tequila: our scapegoat of choice.
When life gives you lemons,
switch to limes.Eating tacos with a fork.
The 8th deadly sin.Wows make great souvenirs.
Make yourself comfortable by doing something uncomfortable.
Brand Elements
Every touchpoint establishes intrigue with dark moody interiors, little eclectic touches, and an enigmatic logo that pays homage to the restaurant’s Mexican roots by featuring a prominent figure in Spanish heritage—a serpent. The icon also features a sun and moon reinforcing the meaning behind the name.
Social Teaser Campaign
Our social media campaign invited followers to take sneak peeks of the construction, along with puzzling headlines to encourage them to start writing their own stories at Sombra. The results: we increased our follower base by more than 500% before the doors even opened.
Grand Opening Success
Our entire approach led up to a smashing grand opening with heavy buzz and heavier intrigue about the food, the drinks, and the atmosphere itself reinforcing that the point of the journey isn’t merely to arrive. It’s to enjoy the ride.
Credits
Teamwork makes the dream work.
A huge shoutout to our team!
Rumphius Marketing
Jay Roth, Copywriting
Linda Campos, Photography
Locken Creative, Brand Design