Naming
Messaging
Tagline
Arriba Abajo
For the Thompson Hotel’s fourth-floor rooftop cantina, we created a name that captures both the energy of the experience and the motion of getting there. Borrowed from the Mexican toast “Arriba, Abajo, al centro, pa’ dentro” (“Up, down, to the center, drink!”), Arriba Abajo plays on the idea of coming up to get down. It’s a name that weaves ritual into the brand — inviting guests to toast, celebrate, and, naturally, order another round. Following the rebrand, the restaurant saw a notable year-over-year lift in weekly sales. Branding by Paper Laundry, with strategy by Fylament.
