Our inspiration for the entire project—naming and branding—came from the authentic experience of being massively hungover in Mexico, which in summary, is an art itself. We infused Mexican slang and humor into every aspect of the branding: design, naming, wording, and phrases.
This project was incredibly fun to create, allowing us to inject a sense of playfulness and carefreeness while still maintaining the elegance and refinement found in a true Mexican cantina, which is essential for our market and clientele.
In short, the logo represents the aftermath of a refined individual who has enjoyed a night of pure happiness — proudly depicted as a massive hangover. This logo immediately welcomes customers in the most empathetic way possible, capturing the essence of being completely hungover.
