Lolito

"Lolito" is a restaurant concept rooted in Paraguay’s traditions, identity, and everyday life. This project was created in response to the lack of visibility of Paraguayan culture in the United States—especially within food, media, and multicultural spaces. The restaurant would ideally be located in Miami, a city where Latin American traditions and cultures are embraced, yet Paraguay remains noticeably absent.


As art director, I led the concept and visual direction, collaborating closely with Paraguayan creatives: graphic designer Giuliana Meza, illustrator Mica Fadul, architect Andrés Rojas, and local artisans who crafted the tableware. While there is no food in the exhibition, a full table setup, printed materials, and renders bring the experience to life. Every detail—from typography and textures to spatial layout—was designed to preserve memory and spark conversation.


This restaurant is a tribute to my grandfather, "Lolito"—and to all grandparents—whose homes became the heart of family gatherings. Like many families in Paraguay, mine found warmth and connection around the table. That same warmth lives on in Paraguayan neighborhoods, where business owners know your name, neighbors stop to chat, and there’s always a reason to come together. Lolito draws from those everyday moments to celebrate the importance of belonging.

Valeria Aranda Medina
branding, creative direction, mixed media
COMMUNITY, HERITAGE, HISTORY, ENTREPRENEURIAL

Valeria Aranda Medina is a multidisciplinary designer and brand strategist from Paraguay. Her work is driven by a desire to uplift Latin American culture and support creative communities. She works across music, fashion, and spatial design—collaborating with artists and brands to grow through storytelling, shared vision, and culturally grounded experiences.

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