Arriba Abajo

Come Up to Get Down

Hospitality

Arriba Abajo, the rooftop cantina at Hyatt’s Thompson Austin, was built on a foundation of bold flavors, communal energy, and the joy of shared toasts. FYLAMENT led the brand strategy, shaping a vibrant identity inspired by the iconic Mexican cheer, ‘Arriba, Abajo, al centro, pa’ dentro.’

Through intentional positioning and storytelling, we crafted a destination brought to life with dynamic design, playful details, and an atmosphere that turns every meal into a Celebration.

CLIENT
Thompson Austin

LOCATION
Austin, TX

COLLECTIVE
Fylament: Brand Ideation, Direction, Strategy

CNW: Social + Digital

Paper Laundry: Creative Direction, Graphic Design, Copywriting

Elonso Cortex: Photography

CLIENT NEED

Revive a struggling, underperforming restaurant space.

PROBLEM

The previous concept lacked appeal, clarity and traction in the market.

PROCESS

SOLUTION

Developed an entirely new concept, name, and brand from scratch.

CREATIVE DIRECTION

Bold, irreverent, culturally rooted brand that feels alive and full of joy.

OUTCOME

Immediate local buzz, strong financial turnaround and high community engagement.

What we
brought to life

BRAND STRATEGY

Market Positioning

Brand Narrative

Website

Activations

Event Concepts

BRAND IDENTITY

Brand Language

Interior Design Consulting

Signage Collateral

Merchandise

Photography Direction

BRAND EXECUTION