EXPANSION — SYSTEMS, PLAYBOOKS & SCALING

Casa 1810 Collection is a hospitality group with boutique hotels and restaurant concepts rooted in the cultural identity of San Miguel de Allende. As the group prepared to expand, the challenge was creating a cohesive brand system that could unify years of positioning while allowing each new concept to speak to different audiences, experiences, and locations.

Through this project, we developed five distinct identities across two hospitality properties and three restaurant concepts. The work included redefining the relationship between the master brand and each sub-brand, ensuring consistency in quality, tone, and perception while giving every concept its own personality and strategic positioning.

The expansion moved beyond the group’s established boutique and fine dining image into more approachable experiences: a casual boutique café focused on coffee and pastries, a Latin-inspired casual restaurant, and a new hospitality location situated a few blocks from the historic center.

The challenge was balancing accessibility with refinement — maintaining the essence and credibility of the Casa 1810 name while adapting the brand experience to new formats, audiences, and rhythms of consumption.