From Oaxaca to the world. Art and gastronomy come together in a unique way through hand-painted food signs, an essential part of many restaurant identities in Mexico.
Behind these iconic signs is Giovanni Bautista, the talented sign painter leading Rótulos Bautista, a workshop with decades of history that has reached a new milestone: his artwork is now part of Disney theme parks in the United States.
The Legacy of Rótulos Bautista
Founded in 1983, Rótulos Bautista has become a benchmark in the industry of hand-painted signs. Their magic goes beyond impeccable lettering—it lies in the perfect balance of design, color, and proportions, capturing the essence of each business. Now, this talent has crossed borders, reaching one of the most iconic entertainment platforms in the world: Disney.
Giovanni Bautista and his team are celebrating this achievement, which places them on a global stage. Disney parks in Anaheim and Orlando welcome millions of visitors each year, many of whom are Spanish speakers. This collaboration holds special significance as it aims to represent the richness of Latin culture through visual elements that resonate with the community.
The Evolution of Hand-Painted Food Signs in Mexico
Despite the rise of digital design, hand-painted food signs remain highly valued. Their authenticity and unique style have led to a resurgence in popularity, not just in the food industry but also in fashion. This art has found new life on t-shirts, caps, jackets, and even footwear designs.
Mexican hand-painted food signs have evolved from simple business advertisements to cultural heritage elements. They transport us to a past filled with tradition and flavor, making them a legacy worth preserving. In this context, Giovanni Bautista’s work deserves major recognition, and his collaboration with Disney is proof of his influence on contemporary graphic art.
A Dream Come True
In an interview with AD Magazine, Giovanni Bautista shared details about the project: “The campaign is called Pura magia, referring to the magic that happens when visiting a Disney park. This is just the first phase, aiming to represent the Latino community with characters who can see themselves in these graphics.”
For Giovanni and his team, this project is more than a dream come true. “It’s something truly beautiful because we’ve preserved this craft for so many years,” he said proudly. He also highlighted the creative freedom they had throughout the process: “Disney reached out to us organically. One afternoon, while checking emails as usual, I found a message inviting us to develop graphics for them.”
Disney was impressed not only by their talent but also by the workshop’s family tradition and long-standing reputation. As part of this collaboration, Rótulos Bautista’s work will be archived in Disney’s collection of external artists, leaving a lasting mark on the visual history of Disney parks.
