JAF is the personal identity of José Ángel Figueroa, a Sonora-based entrepreneur and fire-driven cook known for preparing meals for major regional Mexican artists such as Carin León, Tony Aguirre, and Pepe Aguilar.
Built around premium cuts, seafood, and a cuisine shaped by fire, the identity draws inspiration from the desert tones and coastal essence of Sonora, creating an authentic and timeless visual language. “Del mero Sonora yo soy JAF” became the central narrative statement, accompanied by the coordinates of his local spot and José Ángel’s signature as a seal of authenticity, craftsmanship, and pride for the land, the fire, and the sea.
Creative Director: Luis García
Senior Designer: Natalia Jiménez
