Balam is a fine dining experience inspired by the spirit and heritage of the Riviera Maya, dedicated to authentic Mexican cuisine. Named after the jaguar — "balam" in Mayan, a symbol of strength and power in Mayan culture — the brand captures the essence of this powerful spirit through intentional design elements and a warm, earthy colour palette. The primary colour, a rich dark red, reflects the passion and spice of Mexican cuisine, while shades of beige, brown, and a deep navy-tinged black evoke the jaguar’s natural tones and add an inviting, grounded quality reminiscent of Tulum's lush landscapes.

The logotype features BALAM in bold, uppercase Adelphi PE Variable, with sharp, clean lines reflecting the strength and nobility of the jaguar. The distinctive A's, transformed into inverted V's, pay homage to Mayan artistry, evoking traditional geometric patterns. This is balanced by the use of Amandine, a softer, rounded typeface that brings a touch of approachability and warmth. The brand icon, a jaguar illustration, serves as a powerful visual anchor, with an accompanying jaguar-patterned motif that adds texture and identity across brand materials, symbolizing Balam’s fusion of luxury and cultural authenticity.

Every element of Balam’s identity is a modern homage to the vibrant heritage of the region, creating a space that feels both connected to the earth and elegantly refined, inviting guests to experience the spirit and flavors of Tulum.