Girl and the Goose
SECTOR
Hospitality
SCOPE
Brand strategy & experience
The UAE’s first Central American, premium casual contemporary dining experience based on storytelling, latin hospitality and modern take on heritage.
ROLE
Brand and Creative strategy, art direction & design production
LOCATION
Dubai, UAE
Girl and the Goose
SECTOR
Hospitality
SCOPE
Brand strategy & experience
The UAE’s first Central American, premium casual contemporary dining experience based on storytelling, latin hospitality and modern take on heritage.
ROLE
Brand and Creative strategy, art direction & design production
LOCATION
Dubai, UAE
ABOUT
Girl & the Goose began as an underground dining concept and evolved into a restaurant within Anantara Downtown Dubai. The challenge was to build a distinctive hospitality brand that brought Central American heritage into a contemporary dining experience, connecting its culinary identity, visual language, and physical environment through the distinctove storytelling of Chef Gabriela’s journey & the rich cultural legacy of Mesoamerica.
The challenge
How do you make a culturally distinctive restaurant stand out in a competitive hospitality market?
The opportunity was to move beyond a restaurant defined only by its food and create a coherent concept in which Central American heritage shaped the brand's identity and guest experience.
The strategic insight
Heritage as a living experience, not a decorative theme.
The idea wasn't simply to use Latin colors, patterns, or imagery; it was to connect cultural narratives, craftsmanship, and hospitality to the overall concept.
Cultural context: which histories, traditions, and references informed the work?
Audience and business context: what needed to make the restaurant distinctive and relevant?
Strategic response: what central idea could connect the brand and the guest experience?
The creative concept
A modern hacienda with traces of ancestral heritage.
Present the concept in one short paragraph, then show a curated moodboard or visual direction. Explain how the hacienda provided the spatial and cultural framework, while artisan details, native symbolism, natural textures, and contemporary contrasts gave it a distinct character.
CASE STUDY
FULL - SCOPE RESTAURANT BRANDING
The first of its kind in Dubai, Girl and the Goose puts Central American heritage on the culinary map. Starting as an underground dining experience, G&G has evolved into a bold presence, shining from its modern hacienda in the prestigious Anantara Hotel in downtown Dubai. The premium casual restaurant is a living narrative where warm Latin hospitality, a meticulously curated ambiance, and immersive storytelling converge.
WHAT I DID (THE PROCESS)
RESEARCH
Brand Audit
Objectives
Market Analysis
Target Audience
Competitors / Benchmarks
Insights
STRATEGY
Brand Story
Positioning Statement
Unique Value Proposition
Brand Persona & Guest Journey
Brand Pillars
Mood Boards
DESIGN
Brand Identity & Collateral design
Interior & Facade Design
Web design
Graphic design
Brand Guidelines
Illustration & installations
TOUCHPOINTS
Menu Design & Stationary
Table Setup & Plate Design
Uniforms
Packaging Signage
Marketing Assets
Digital Marketing & Social Media
BRANDING
OUR LOGO
NAME
Our name, inherited from the previous supper club, symbolizes the pursuit of dreams taking flight, travel, and resilience.
ICON DESIGN
The redesigned logo gracefully depicts the protagonists journeying beyond the horizon, guided by the sun. The girl's hair seamlessly transforms into the goose’s wings, symbolizing their unity and shared vision.
Paying homage to the hacienda legacy, the logo draws inspiration from “hierro de marcar” (branding irons) - custom insignia used to mark livestock and serve as ranch identification.
TYPOGRAPHY
The font reflects the colonial era, featuring Della Respira, a bold, iron-like font with pointed serifs for a distinct Spanish vibe.
Our subtitle remains in Spanish, reinforcing the restaurant’s Central American heritage.
Before
After
COLORS
Our colors reflect our native heritage and connection to nature
BRAND PATTERN
The brand pattern is inspired by textile artisans. We chose to focus on the diamond motif, which represents the Mayan cosmology and the 4 cardinal directions - with our restaurant playing as the central axis between them.
WEB DESIGN
A Textured Digital Experience
The website retains the craft-like look and feel of the brand, using textured backgrounds, patterns and photography that express our artisan look and feel.
EXPERIENCE DESIGN
INTERIOR DESIGN CONCEPT:
A Spanish Hacienda with Native Flair
We are inspired by the arched galleries (galerías) of Central American haciendas overlooking lush courtyards. This area of the hacienda emphasizes harmony with nature, handcrafted details, and elevated moments of relaxation and connection.
At the core of our hacienda is the native indigenous culture, which is reflected in the artisan and crafted elements and the stories embedded in the experience.
STYLE CONCEPT
Eclectic Heritage Meets Urban Sophistication.
Our aesthetic embraces a curated mix of refined yet textured elements, where aged patinas, reclaimed materials, and artisan accents evoke a sense of inherited wisdom and multicultural heritage.
Rooted in Latin hospitality and Mesoamerican influences, our Hacienda’s galería maintains a modern, urban edge through thoughtful design and contemporary contrasts that mix handcrafted textures, subtle native iconography, & earth tones.
DETAILS THAT TELL THE STORY
Our lobby invites guests into the heart of our hacienda, where they are welcomed by our host amidst a niche wall adorned with native symbolism. As they pass through the rustic door, they are transported to a world brimming with Latin energy - immersing them in a laidback and festive atmosphere.
BIRDCAGE BAR
Our bar is inspired by a birdcage, with lush foliage cascading from it, embodying the playful and vibrant spirit of a Central American hacienda. The design features bursts of color, reflected in the bold bartender uniforms and the glowing onyx bar, creating an atmosphere of lively energy and warmth.
A MODERN BURST OF
FOLK ART
I created the bartender apron artwork inspired by "El Gueguense," a vibrant Nicaraguan folk dance that symbolizes the interaction between native peoples and Spanish settlers, celebrating resilience and cultural heritage through its colorful performance.
IMMERSIVE LIVE KITCHEN
The Live Kitchen is the centerpiece of the restaurant - an immersive, multi-sensory dining experience where storytelling connects guest with each dish and cocktail prepared before them.
Subtly flanked under a canopy of green and blue inspired by the creation myth, the Popol Vuh, this area is an homage to the ancient methods and wisdom passed down through the generations.
OUTDOOR TERRACE
Nestled beneath the arches and framed by lush greenery, the outdoor seating offers a serene view of the vibrant courtyard and a stunning waterfall below. Guests can immerse themselves in the fresh air, enjoying the natural surroundings while relishing a front-row seat with direct views of the iconic Burj Khalifa.
TOUCHPOINTS
TEXTURE - HERITAGE - ARTISANSHIP
Make it stand out
