Brief
Create a brand with a full guidelines book, and at least five product designs associated with the brand.
Services
Branding, product design
Year
2022
My Interpretation
Growing up, going to Mexican grocery stores/markets, they always felt maximal and disorganized, but one thing that positively stood out, was the amazing incorporation of Mexican culture into them.
The goal of this Mexican grocery store is to pay homage to our culture by taking the themes and passion from our childhood while showcasing it in a way that extends past just our people and to others.
An Accidental Design
Initially the idea of tortillas/chips or a margarita representing the brand was what I wanted to go with. The imagery would be mature but still fun for the audience I was aiming for. Then I jokingly created the idea of an avocado guitar due to their similar shapes and it wasn’t until I did a quick digital draft that the “dumb” little idea I had became a reality.
Mind Mapping
Starting with a single word that describes Viva Placita the best, I expanded to ideas that related to food and Mexican culture.
Sketches
Using the ideas from the visual exercise and the mindmap, I put together imagery that aligned in shape and form.
Digital Drafts
I then combined and digitalized four main ideas: a trumpet margarita, bowl and chips, sun and chips and an avocado guitar.
Final Logo
The logo consists an avocado guitar that portrays the lively and cultural atmosphere of the Mexican grocery. The logo uses complementary colors to further the festive vibes.
Typography
Viva Placita headlines are set in Filson Soft. This type creates an inviting and playful feel with its rounded edges.
Filson Pro is used for all body text. This type is a part of the Filson family that is also used for our headlines and subheadings.
Viva Placita captions are set in Lavigne Display. This font family is a high contrast family compared to the Filson Soft and Pro family used in the rest of our typography. It also shares a fun characteristic with it’s dynamic serifs and counters.
Imagery
Our style is bold, non–dimensional, and hand–drawn. The style was created to distinctly capture the authenticity and cultural style of Viva Placita. It is hand–drawn first then smoothed out a bit at the edges. It is colorful and there is nothing completely geometric about it.
