You're starting something,and day one has to look likeyear three.
New businesses don't get the benefit of the doubt. So the name, the logo, the site and the first print run all get made together, by one person, before anybody sees them. The week you open, it should look like you have been open a while.
- The logo first: the mark, the type, the colors, the rules
- The site that wears it, ready for the first message
- Launch pieces — social, print, signage, the menu, the merch
OTRO — a Miami label that prints its own runs



























