La Cabra is a restaurant brand identity concept that is rooted in the rich traditions of Jalisco, focusing on authentic street food like birria and food I adored growing up in Guadalajara, but avoiding the clichéd representations often associated with Mexican culture. The design draws heavy inspiration from the soccer culture in Guadalajara, particularly the local Chivas team, infusing the space with the vibrant energy of the sport. By blending contemporary aesthetics with subtle nods to the city’s soccer passion, the design creates a dynamic and modern celebration of Jalisco's culture. The goal of this project is to push Mexican design forward, breaking from traditional aesthetics to create a path for a new visual language, leaving behind old identity tropes that are not relevant keeping the community in the same stagnant identity.