Capitalizing on the charms of Mesilla, New Mexico, a family of well-established and successful local restauranteurs decided to open a new dining concept and comfortable lodgings for locals and tourists alike. However, the previous restaurant in the location had suffered many years of poor reviews. It was important to rebrand the new facility and position it as something unique and different. The designers at Wilson Binkley worked to create a new visual brand with culturally relevant elements, while the marketing strategists worked with the owners to develop a comprehensive creative strategy and targeted media strategy. Opening just months before the pandemic, the agency helped the owners pivot to market to-go items and take-home meals when restaurants were closed.