Lena Garcia Farris

LENA GARCIA FARRIS

I’m an independent art director and designer based in San Diego, California. I specialize in visual brand identities with an emphasis on typography, illustration, and embedding ambience through texture and color. My work has focused on collaborating with hospitality and lifestyle brands, as well as specialty labels, and this has defined my overall approach to design: deep research, noticing nuance, and layering special details into the solution.

When I’m not designing, I’m painting, making collages, or sitting on a shady patio somewhere, and for me, there’s no better reset than a jump in the ocean.

I’m currently accepting new clients—if you’d like to work together, please get in touch.

CONTACT

C.V.

Education

(BA) Graphic Design
San Diego State University
San Diego, California
2012

Selected Clients

Las Olas Restaurant, Casetta Hotels, Hotel Willa, Casa Cody, The Pearl Hotel, Orangery, Alexa de la Cruz, Woon Kitchen, Cool Hand Co.

SELECTED WORK

Las Olas Restaurant

Brand Identity, Art Direction, Print & Collateral

Since 1981, Las Olas has been a familiar fixture along Coast Highway 101. Framed by towering palms and a sunlit lagoon, the restaurant captures the nostalgia of old California, drawing travelers and locals alike. The refreshed brand identity pays homage to its original hand-painted sign and lettering, while a distinct color palette mirrors the custom tilework, art, and Baja artifacts that adorn the space. These details served as the guidepost for the new logo system, menu design, and art direction, in order to preserve the heritage and character that have made it a fixture in one of San Diego’s oldest surf towns.

Casa Cody

Brand Identity, Art Direction, Print & Collateral

Photography by Josh Cho
Additional Images from the Cody Family Archives

Casa Cody is a historic Palm Springs retreat founded by pioneer woman Harriet Cody (cousin of legendary Buffalo Bill Cody), and the property’s new visual identity draws from the earliest days of the desert community. Archival family photographs set the tone for brand’s visual language, balancing historical authenticity with contemporary applications of its logos and typography system.

Orangery

Brand Identity, Art Direction, Digital, Print & Collateral

Orangery is the manifestation of Haley Schultheis incredible taste-making. Conversations with her about the beautiful, architectural relics known as “orangeries” that inspired her curated collections translated immediately into graphic representations of her concept—a logo system, color story, and digital presence on Instagram, a website, and newsletter updates.

Alexa de la Cruz

Brand Identity, Art Direction, Print & Collateral, Signage

Photography by Helen Nishi

Alexa de la Cruz is a fine jewelry line that transforms organic and botanical forms into timeless keepsakes. The brand identity took shape as a natural extension of Alexa’s vision—delicate, enduring, and deeply inspired by the natural world around us. A pair of emblems and logotype were created for various print and packaging applications, as well as signage for the Mexico City storefront.

Cool Hand Co.

Brand Identity, Illustration, Packaging, Print & Collateral

Photography by Brooke Maddock & Angie Huang

Cool Hand Co. is a line of “shrubs”—naturally preserved syrups used in craft sodas and cocktails. With ingredients sourced from local farms and made in small batches, the brand required a visual identity that felt as handcrafted as the product itself. A series of custom illustrations was developed and paired with a hand-drawn logo to be applied across a distinctive packaging system that allows each shrub flavor to shine.

Woon Kitchen

Brand Identity, Art Direction, Print & Collateral, Packaging, Signage

Photography by Amber Maalouf, Jacob Cummings, & Cody James

Woon Kitchen is an LA-based, family-owned restaurant and market goods brand. Building on Robbie Simon’s original “noodle and bowl” logo, a visual identity and comprehensive suite of brand collateral were developed to expand Woon’s visual language into a cohesive system. Chosen to represent the elemental relationship between fire, water, and noodles (Woon’s siganture menu item), the color palette also reflects the warmth and hospitality of the brand and its founders.