Cuerno®
Rooted in tradition. Driven by fire. Evolving with purpose.

After seven years of making its mark across Mexico, Cuerno® brings its passion for fire, heritage, and exceptional hospitality to New York City. Founded in 2018 on Mexico City's iconic Masaryk Avenue, Cuerno® introduced a distinctive fine-dining experience inspired by the grilling traditions of Northern Mexico and the freshness of the sea. A destination where exceptional cuisine meets a vibrant social atmosphere, designed for special celebrations, business gatherings, and memorable moments among friends. Its diverse culinary offering quickly resonated with a discerning audience, introducing authentic bold flavors, rich traditions, and distinctive culinary heritage of Northern Mexico.
Following its success in Mexico City, Cuerno® opened its second location on the iconic Calzada del Valle in San Pedro Garza García, NL. A remarkable new space that further elevated its culinary identity, signature hospitality, and commitment to exceptional service.
In 2022, a third location opened at Plaza Andares in Zapopan, Jalisco, expanding the brand's reach while carrying forward the passion for gastronomy and genuine Mexican hospitality that define I AM HOSPITALITY Group (formerly Grupo Costeño).
In 2023, under the leadership of Beto Martínez and his team, Cuerno® embarked on a new chapter, reconnecting with its essential values, family recipes, and culinary traditions to redefine its future. This transformation celebrated the brand's roots, native ingredients, and the cultural spirit of Northern Mexico: fire, spontaneity, simplicity, and an unmistakable sense of authenticity.
A new expression of the brand emerged. We called it “Cuerno® 2.0” This evolution also reignited a long-standing ambition: to bring the flavors, traditions, and spirit of Northern Mexican cuisine to Manhattan.

Today, Cuerno® has brought its authentic carne asada culture to Midtown Manhattan, establishing an extraordinary destination at Rockefeller Center. More than a restaurant, it is a proud expression of Mexico's culinary excellence, cultural heritage, and genuine warmth, bringing the very best of its traditions to the world.

The Origins.
The Evolution

Having participated in the creation of the original Cuerno® concept in 2016–2017, our role evolved into shaping a renewed brand essence—one designed to revitalize its values, strengthen its promise, and redefine the fundamental elements of its identity.
The challenge was to build a cohesive brand vision for its next chapter in Mexico while establishing a strategic foundation for international expansion, beginning with New York City. Our process began with a deeper exploration of what Cuerno® truly represents and what makes it worth experiencing, from its cuisine and spaces to its service and distinctive personality.
Working closely with the I AM HOSPITALITY Group's team, we established new brand pillars, emotional attributes, and distinctive visual and verbal codes that would allow Cuerno® to express its character, create meaningful connections, and share the richness of its cultural heritage. We envisioned a brand that could stand as an ambassador of Mexican gastronomy, with fire, the grill, and exceptional ingredients at the heart of its identity. As an upscale restaurant and bar, Cuerno® embraces the many ways people come together, from spontaneous social gatherings to life's most meaningful celebrations.This understanding led us back to what matters most: origin, authenticity, and tradition. We explored the native ingredients, distinctive flavors, grilled meats, traditional cravings, side dishes, and honest family recipes passed down through generations across the ranches, homes, and communities of Northern Mexico, particularly Nuevo León, Coahuila, and Sonora.

We also drew inspiration from the cultural richness of traditional Mexican cantinas and botaneros: their unpretentious character, memorable stories, welcoming spirit, and the authenticity of their cooks and timeless recipes. These influences became the foundation of a refreshed visual identity, expressed through a carefully curated system of graphic elements, materials, textures, and symbols.
The result was a bold yet refined identity that communicates honesty, character, and a genuine passion for bringing people together. An invitation to experience carne asada the way a great friend would share it: with generosity, pride, warmth, and the desire to offer nothing but the best.
"READY TO LIGHT OUR FIRE IN NEW YORK"
DON'T ORDER A STEAK,ORDER AND CELEBRATE OUR BELOVED AND TRADITIONAL "CARNE ASADA"
The menu, team, "chingón" service and true spirit. 
Igniting Stories
As Cuerno®'s strategic creative partner and branding and communications agency, we have helped shape its evolution through a growing universe of brand experiences, campaigns, and creative expressions. Our work has extended from local and product campaigns to collaborations with some of Mexico's most celebrated chefs like Paco Ruano, Lalo García and Javier Plascencia, including MEXTRAORDINARIOS®, as well as seasonal culinary experiences, traditional dishes, and special menus inspired by the spirit of Northern Mexico. Among them, HISTORIAS REGIAS®, featuring Gualberto Elizondo “Weber,” celebrates the recipes, flavors, and stories that define the region's culinary heritage.

Together with special events and activations across its locations, these initiatives have carried Cuerno®'s passion for fire into new culinary experiences throughout Mexico and New York City. Throughout this journey, we developed a renewed brand essence that shaped a more distinctive personality, a stronger brand promise, and an identity designed for the future.
A strategic and creative vision aligned with I AM HOSPITALITY's Group ambition to showcase the best of Mexico through an iconic, authentic, and vibrant brand. One whose story continues to unfold.
A New Fire. An Extraordinary Future.
Cuerno® helped pave the way for I AM HOSPITALITY's Group expansion into the United States, opening new possibilities for the group's growing portfolio of culinary experiences. The foundation is now in place for an extraordinary future, with new concepts inspired by the culture of the grill, the warmth of Mexican hospitality, and the enduring traditions of Northern Mexico.
A future driven by the ambition to create meaningful connections with local communities, travelers, and culinary enthusiasts while continuing to share the very best of Mexico through its cuisine, culture, and spirit.


This is the story of Northern Mexico.
A story celebrated, savored, and written every day.
Fueled by our passion for fire and origin.
Mates
Beto Martínez
Chef Oriol Mendivil
Astrid Algara
Caty Bermúdez
Adal Fregoso
Chef Jaime Cavazos

Photography
Michel Lubbert
Rafa Ibáñez
Elemento
I AM H Team
Mate Agency

Architecture
A de Arquitectos

Team Mate
Yessica Arredondo
Brenda Durán
Melissa Pérez
Karla Hinojosa
David Hurtado


@cuernocalzada @cuernonewyork @cuernoandares @cuernomasaryk

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