An experienced restauranteur, Michael Sanchez recognized an opportunity for offering upscale Mexican street food (yes, it turns out the words “upscale” and “street food” can go together) in midtown Omaha. Sanchez also recognized the imperative for his restaurant to have standout branding, both as an identifiable logo and an interior aesthetic. Before it opened in 2014, owner Michael Sanchez hired Oxide to design the identity and consult on branding the space.


Mula’s branding needed to reflect the street-food feel, and it needed to capture the double meaning of the restaurant’s name – “Mula” being the Spanish word for mule and a play on the slang term for money (“moolah”).

We developed the logo as a bright red mule in the center of an engraved currency pattern overlaying the word “Mula” in all-caps black text. The logo is hand-stamped every time, and the font changes as often as possible. This goes against the consistency we typically preach to our clients, but with the basic rules in place, consistency is still achieved all while creating a brand that has the “less corporate” look and feel of a Mexican street restaurant.

We carried the theme through the menus and into the exterior and interior design of the space – signage, color palette selections, two huge murals, framed wall art, and custom wallpaper for the restrooms featuring vintage Mexican currency.


After a successful launch in spring 2014, including rave reviews in several local publications, Mula extended hours in 2015 to include lunchtime and added Sunday brunch in 2016. Many have credited the restaurant’s branding as their impetus for deciding to visit the first time.

Michael Sanchez had this to say: “Working with Oxide was not only fun, but unbelievably beneficial. I can say, with absolute certainty, that my business is more powerful and profitable because of Oxide!”


Mula Mexican Kitchen website

Over the past year and a half, Oxide has had the honor working with Michael Sanchez on his latest restaurant, Mula Mexican Kitchen & Tequileria. Located on the corner of 40th and Farnam, this establishment has become one of the must-see destinations in Omaha. This modern take on Mexican food has something for everyone with specialty margaritas & tequila cocktails to high-end dinner and lunch menu items. Throughout our working relationship with Mula, we’ve been privileged with branding the restaurant,…

Oxide wins 6 at AIGA’s 2014 Show

We are pleased to share that Oxide received a gold, a silver, and four bronze awards this past Saturday at AIGA Nebraska‘s 2014 Show. Nebraska’s biggest annual design competition, Show. recognizes great design from around the state. We are privileged to have our work selected by a panel of national design judges. And we want to thank our amazing clients, whose projects and collaboration have kept us inspired and striving for excellence. Oxide won a gold award for Mula Mexican…

Mula Mexican Kitchen branding

For the past five years, Michael Sanchez has operated Maria’s Mexican Restaurant in Ralston, Nebraska. Started by his grandparents 35 years ago, Maria’s has won multiple Best of Omaha awards. Michael’s success running the family restaurant led to his new endeavor, Mula Mexican Kitchen & Tequileria, located on the corner of 40th and Farnam (just a few doors down from Oxide).