La Barbara

An intimate, Japanese-style speakeasy.

La Bárbara had already established its presence in Casco Viejo, Panama, since 2019. However, by 2025 it was time for a change: a new location just a few blocks away. With this move came the opportunity to rethink and evolve both the brand and its concept.

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Branding: Meni Emme

Architecture / Interior Design: Santamirano

Photography: Passenger

A new beggining

Javier and Brittany came to me with a clear vision: to become a must-visit destination for every traveler to Panama’s Casco Antiguo. After six years of building an impeccable reputation, the time had come not only to grow internally, but to offer their loyal customers an even richer, more elevated experience.

The challenge

La Bárbara already had a strong and recognizable brand icon, the iconic “B.” The challenge was not to replace it, but to elevate it.

Beyond this symbol, the brand lacked a defined identity, presenting an opportunity to take advantage of its incredible location and create a fully immersive experience across every consumer touchpoint.

My take on it

I developed a complete brand identity built around a strong and mystical concept inspired by the Kitsune, the Japanese fox.

The brand features the fox as its main character, appearing throughout different touchpoints as illustrations. Every element was thoughtfully designed to convey a mystical and calm atmosphere, in line with the essence of the space, a speakeasy meant to be discovered.

“THE FOX FIRE (KITSUNEBI) WILL LIGHT YOUR WAY”

Behind the slight crack of a shoji door, an eye peeks into the unknown, inviting the curious to come closer. La Barbara is a hidden world in plain sight, a place where mystery lingers in the air and whispers of the past echo in every corner. Like the delicate brushstrokes of Ukiyo-e art, its story unfolds quietly, a secret shared only with those who dare to seek it. The narrow view through an opened door hints at something intimate and profound. In the shadows, kitsune, the mystical foxes of old, watch over the space, weaving a sense of enchantment into the atmosphere.

Some of the work featured in this page may not have been published or used by the client in its final form. In some cases, the work has been adapted to better illustrate the scope of my services, which may include creative direction. The brands shown may be trademarks of the respective companies I have worked with, and no copyright infringement is intended.

La Barbara

A new beggining

The challenge

My take on it

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