Cabrillo

Brand Identity | Illustration | Collateral

Located on the ground floor of the historic 1926 California Renaissance Revival landmark now home to Downtown L.A. Proper Hotel, Cabrillo balances the character of Kelly Wearstler’s bold design with a casual and expressive identity.

The branding centered around a bold hand-drawn calligraphic logotype designed to feel energetic, confident, and slightly imperfect — creating contrast against the historic exterior.

Named after the Spanish word for “little goat,” the identity also included a custom illustrated goat motif used throughout the brand system. The illustration added a playful and memorable layer, helping the brand feel whimsical while still visually distinct.

A logo design for Cabrillo at Downtown Proper Hotel
Menu design with hand-drawn illustration for Cabrillo at Downtown Proper Hotel
A wine glass filled with a pink-colored drink on a bar counter, with blurred bar scenery and bartender in the background.
A illustration of wine glasses and a hand holding a glass, a branding for Cabrillo at Downtown Proper Hotel
A cozy sitting area with a marble coffee table, two black leather chairs, and a side table with a small plant. Large cacti and potted plants are next to a wooden cabinet. Large windows with blinds let in natural light, and a decorative painting hangs on the wall.
A illustration of various pottery and plant items for branding of Cabrillo at Downtown LA Proper Hotel
Cabrillo at Downtown LA Proper Hotel
A business card design for Cabrillo at Downtown LA Proper Hotel
wine glass illustration for Cabrillo at Downtown LA Proper Hotel