DOC Wine Bar helped shape a new, more exciting era for the Los Cabos, México, dining scene. For more than a decade, the restaurant now known simply as DOC has wowed locals and visitors alike thanks to its authentic Italian dishes, emphasis on local and organic ingredients, live jazz music, and undeniably Italian vibe.
Inspired by Italy’s neighborhood bars, the restaurant opened as an intimate dining hall for local Italian expats and quickly expanded due to demand.
Capabilities:
Strategy
Identity
Editorial
Digital
Design
Multimedia
Industry
Restaurant
DOC Wine Bar Project
Creative director Mara Zapiain worked with former owners Pietro Gioco and Emanuele Olivero for almost 10 years, starting at the very beginning—when DOC was just a seed of an idea—until Pietro and Emanuele moved on to begin new ventures. Mara was involved in every step of the process, from the selection of the name to the initial development plan, venue selection, the restaurant’s interior design and decor, branding, and updated branding once they brought investors in.
“Bringing a piece of Italy to México” was a fun learning experience. The founding owners are Italian, and they brought traditions from the Old Country into every aspect of the restaurant. The restaurant became an immediate favorite, always packed with locals and in-the-know travelers. The original space was an intimate hole-in-the-wall, but the restaurant’s popularity necessitated an expansion. DOC is now four times its original size—and still packed.
Strategy
Pietro Gioco and Emanuele Olivero were always receptive to Mara’s innovative ideas and proposals. Together, they developed and executed many strategies and created hundreds of materials over the years. This resulted not only in a vast portfolio but also the recognition of DOC as a pioneer in the region’s restaurant industry—not to mention a long-lasting friendship.
Delivered Materials
Brand Strategy ➝ Brand Architecture ➝ Brand Experience ➝ Strategy & Positioning ➝ Business Development ➝ Project Management ➝ Content Strategy ➝ Voice and Messaging
I have been working with Mara Zapiain and her team since 2009. I was opening a restaurant (which is still in operation), and I needed help with its image. I liked all of the proposals she presented, and we chose one that was a total success.
Mara presented not only a logo but a whole identity. She also clearly understood the entire concept and needs of the project. She produced an initial development plan, follow-up, and positioning. Later, she created a website for the same restaurant, which I also loved. After both projects had such great results, we decided to work with Mara on a monthly program; it’s like having an on-staff designer but better! Her programs encompass everything you can imagine. In 2014, we expanded the restaurant and decided to refresh the restaurant’s logo, too. I liked the new image a lot, too; it reflects and respects the restaurant's new concept. I’ve seen much of Mara’s work, and in my opinion her work is the best, most beautiful, most punctual, and most precise I’ve seen in all of my years living here.
— Pietro Gioco
Former Owner | DOC Wine Bar
Los Cabos, México