DESCRIPTION

Hacienda Los Milagros is a private luxury estate in Punta Mita, Mexico. The strategy examined its position within an established ultra-luxury market and found that privacy, service, design and bespoke experiences were already category expectations. The opportunity lay in HLM's combination of Mexican character, craftsmanship, private-house intimacy and personal hospitality. We translated those assets into a sharper positioning and experience strategy designed to create greater distinction, preference and pricing power.

When

February 2023

Who

Strategy, Account & Creative Direction — Gad Nuñez
Art Direction — Gad Nuñez & Jimena
Copy — Angelika & Gad Nuñez
Photography — Ana Paula & Fernando Marroquin
Video — Adrenorama
Styling — Amy Wilson & Tessa Watson
Collateral — Antonio Bravo & Jimena Mendoza
Illustration — Daniel Barba
Digital / UX/UI — Jaime Ortuño

‍From menus to a brand.
Hacienda Los Milagros first came to us with a relatively straightforward request: apply their existing identity to a set of menus and hospitality collateral.

After meeting the owners at the property, it became clear that the problem was bigger.

They had a distinctive vision for the villa, but no strategic framework to articulate it or translate it consistently across the guest experience. The existing identity couldn't carry that vision.

So rather than simply designing the requested collateral, we proposed going back to the foundation: define the brand first, then build the identity and experience around it.The initial engagement covered brand strategy, identity and core collateral.

THE BRAND STRATEGY

Start with what already makes the place special.

HLM sits within one of Punta Mita's most established luxury markets, where private estates already compete on privacy, beachfront access, high-touch service, bespoke experiences and multi-generational travel. The existing strategy therefore could not credibly differentiate the property through luxury amenities alone.

The analysis identified a more specific opportunity. HLM's strongest assets were not individual features, but the combination of its Mexican design language, craftsmanship, food, private-house setting and highly personal service. The property could offer the scale and privacy of a private residence while delivering a level of hospitality normally associated with a luxury resort.

This shifted the strategic focus from adding more reasons to stay to identifying what could make HLM more desirable than comparable alternatives. The resulting positioning centred on the character of the house and its relationship with Mexico, giving the brand a clearer basis for differentiation, experience design and premium positioning.

THE IDENTITY

Vibrant, sophisticated and deliberately out of time. The resulting identity brought together expressive typography, vintage-inspired illustration and a colourful but controlled graphic language.

Playfulness was deliberately balanced with restraint.

The visual system allowed the brand to move between different contexts — from a restaurant menu to a luggage tag, from a welcome card to a website, from social media to the physical experience of the property — without losing its character.

The aim wasn't to make Hacienda Los Milagros look “luxury.”It was to make it feel like itself.

FROM BRAND TO EXPERIENCE

The strategy didn't stop at the identity.Once the core brand was established, the engagement expanded significantly.

What began as a USD 40,000 strategy, identity and collateral project grew into a nearly USD 90,000, nine-month brand programme covering more than 30 individual hospitality touchpoints.

The work included:
Restaurant naming
Spa menus
Guest menus
Uniforms
Toiletry design
Turn-down gift cards
Welcome cards
Luggage tags
Social media templates
PhotographyWebsite design and UX/UI
Hero campaign film
Suite naming
Brand and guest-experience collateral

The brand became something the client could actually use, rather than something that existed only in a presentation.

THE OUTCOME

Hacienda Los Milagros began as a request for menu design.

It became a complete brand strategy, identity and experience programme spanning physical, digital and communications touchpoints.

‍USD 40K → nearly USD 90K
‍Initial engagement → expanded programme
‍
‍9 months
Strategy through full brand ecosystem

‍30+
Hospitality and brand touchpoints

‍Multiple specialist teams
Strategy, design, copy, photography, UX/UI, video and production

The project ultimately became a much broader expression of the original vision: a brand that could move from the property itself into every part of the guest experience.