Villa Union -
Brasa y Masa
A Tribute to Sinaloa’s Culinary Soul—Rooted in Fire, Dough, and Community
Villa Unión Brasa y Masa is the passion project of acclaimed chef Ignacio “Nacho” Osuna, a culinary visionary born into a family of legendary restaurateurs. Situated in Culiacán, Sinaloa—Mexico’s most fertile agricultural and cattle region—the restaurant is a love letter to the traditions, people, and flavors that shaped him. Every detail, from the identity to the space itself, reflects a deep respect for the land, the craft, and the vibrant local culture.
The brand identity is built around a custom emblem—a union of wheat, fire, and agriculture—symbolizing the harmony of brasa (coal) and masa (dough) at the heart of the concept. Inspired by artisanal clay tiles found in the restaurant, a 90- and 45-degree grid system became the foundation for all visual elements, from logomarks and typography to tile patterns and custom millwork.
The material palette is tactile and natural, elevating humble regional crafts with refined presentation: handcrafted clay tiles, oak millwork, granite and marble with gold accents, and locally crafted saddle leather details. Traditional Sinaloan macramé, fiber weaving, and embroidery are woven throughout, connecting the restaurant to its cultural roots.
The branding extends into every touchpoint—letterpress menus, embossed stationery, embroidered leather patches, custom kitchen graphics, branding irons for steaks, and even oak tile murals featuring subtle, integrated glyphs. Every corner of the space tells the story of Sinaloa’s rich culinary and artisan heritage, curated with intention, respect, and innovation.
Project Details
Location: Culiacán, Sinaloa, México
Scope: Brand Identity, Narrative Development, Environmental Design, Custom Typography, Interior Branding, Merchandising, Fabrication Oversight
Collaborators:
Ignacio Osuna – Chef & Founder
Luis “Wee” Osuna - Chef Consultant
Francisco “Pancho” Filisola – Architecture
Miguel “Maf” Fuentes – Consultant
Local Artisans – Custom Fabrication
Photography and Rendering Credits:
Pancho Filisola
