Local by Mona.
Fast-Casual, Custom Pizza Concept
Local by Mona is the rebellious offshoot of the La Mona restaurant group—a fast, bold, and fiercely local take on pizza. Unlike its larger sit-down counterparts, this fast-casual spot is designed for speed, efficiency, and flavor, serving up custom pizzas with locally sourced, seasonal ingredients inspired by each city’s regional flavors.
The interior concept is built around the idea of fire and heat—the entire space feels like you’re inside the oven. The back wall, a stunning installation of Shou Sugi Ban (charred wood using an ancient Japanese technique), glows beneath the red-hot acrylic-lit logo. The open kitchen showcases the fast-firing Swedish ovens, where guests watch their pizzas come to life in minutes. Industrial details—exposed conduit, cinderblock walls, and polished concrete floors—reinforce the raw, no-frills energy of the space.
The branding is equally punchy. The custom typography and lettermark mimic the oven’s geometry, while the mascot, a Xoloitzcuintle (Mexican hairless dog), nods to the owner’s superstition with a playful twist on the classic Maneki-Neko (good luck cat)—Mexicanized, all-black, and full of attitude.
At Local, the rules are simple: Keep it fast. Keep it fresh. Keep it local.
Project Details
Location: Mazatlán, Sinaloa, México.
Square Footage: Compact Food Stall
Scope: Concept Development, Branding, Interior Aesthetic Direction, Fabrication Oversight, Merch & Packaging Design
Collaborators
Rodrigo Becerra - Founder, La Mona Group
Daniela Rodriguez de Becerra - Partner
Adolfo Cardenas - Partner
Fabrication Team, Local Vendors
Photography Credits
Pending
