Panzón
Mexico City meets Brooklyn.
Industry
- Restaurant
- Food
Year
Services
- Logo Design
- Label Design
- Brand Identity
- Illustration
- Merch
- Photography
- Posters
Brief
Panzón is a Mexico City-inspired mezcal bar & restaurant located in Greenpoint, Brooklyn. The team behind Panzón, having a deep appreciation for the “if you know, you know” culture of CDMX, known for its blend of beauty and grittiness, reached out to us to create a brand that would embody this spirit, while also keeping a level of professionalism and authenticity with a strong graphic system. To achieve this, we worked closely with our clients to understand their vision and goals. As lovers of Mexico City ourselves, with a few team members down there, we couldn’t be more excited.
Finding
As we embarked on this project, we delved deeply into the vibrant street culture, graffiti, and signage of CDMX for inspiration. We were particularly drawn to the human, hand-drawn shop logos, down to earth colors, industrial worker fonts, and unique graphic language. To bring the casual, human side of CDMX dining and cooking culture to life, we created a visual language that is playful, cool, carefree, and down-to-earth. One of the most distinctive features of our design is the hand-drawn logo. We intentionally kept it unstructured and unprincipled, reflecting the no BS spirit of Mexico City bar culture. To complement the logo, we used a font system inspired by industrial, everyday worker prints and most important, our mascot. At the heart of our design is the story of Chef Alfredo, affectionately known as Panzón, whom we transformed into a cartoon mascot. We created an adorable, short, and stubby cartoon blob with a potbelly to represent Chef Alfredo’s love of food and his larger-than-life personality. The mascot is featured prominently, adding a playful touch to the overall design.
