Vaca is a vibrant and upscale restaurant by acclaimed chef Amar Santana, in collaboration with his partner Ahmad Labbate and investor Pam Roy. Drawing inspiration from the rich culinary traditions of Spain’s diverse regions, Vaca offers a bold and immersive dining experience. From tapas to wood-fired meats, each dish is crafted with precision and passion. The warm, energetic atmosphere, combined with curated wines and cocktails, transports guests to the heart of Spain while blending modern sophistication with old-world charm.
I played a key role in shaping Vaca’s brand—redesigning its identity, managing social media, and art directing the menu and food photography.
Brand Development
Created a full brand identity including logo, complementary typography, uniforms, and menus. Established a cohesive design system that translates across in-house printables, digital platforms, and guest experiences.
Vaca Primary Logo
Menu Redesign
Vaca Alternate Colorway
Uniform Design
Web & Digital Design
Collaborated with developers to design and launch a dynamic website that reflects Vaca’s modern Spanish concept. Built a strong online presence rooted in functionality, brand storytelling, and seamless guest engagement.
Photography & Videography
Art directed and produced all visual assets, leading teams of photographers and videographers to capture seasonal menus, chef-driven storytelling, and the energy of the restaurant space. Delivered bold, cinematic imagery and video that highlight both cuisine and culture.
Social Media Strategy
Served as ongoing content creator and strategist, shaping a strong digital voice through on-trend reels, mouthwatering visuals, and event coverage. Developed a consistent social media presence that amplified Chef Amar Santana’s 3x Top Chef reputation while showcasing the restaurant’s vibrant food, cocktail program,
and guest experience.
