Branding with a rebellious soul and Mexican spirit.

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The challenge

Zócalo Mexcalería was born in A Coruña, Galicia, as a meeting point where Mexican culture is lived with authenticity, energy, and a touch of rebellion.
The client, also the creator of the restaurant Zicatela, was looking for a visual identity that shared the DNA of its parent brand but with its own distinct personality — bolder, more vibrant, and street-inspired.
The goal: to create a brand that felt authentically Mexican yet fresh and contemporary.

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The concept

Inspired by the zócalos — the heart of every Mexican city, where people gather, celebrate, and express themselves — we developed an identity that blends tradition, color, and character.
The brand needed to convey the free spirit that defines mezcal: artisanal, intense, and full of history.

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The logo

The Zócalo Mexcalería logo combines handwritten typography with an energetic, fluid stroke that evokes urban expressiveness and Mexican folk art.
Its main color, a deep orange, reflects warmth and the strength of fire, while the subtle yellow outline adds contrast and vitality, recalling the hues of sunset over Mexican towns.
Below, the word MEXCALERÍA in a serif typeface provides balance and elegance, reinforcing the authenticity of the concept.

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Brand applications

The branding project went far beyond just the logo.
We designed a comprehensive visual system adaptable to every customer touchpoint:

• Menu: featuring illustrations, colors, and textures that evoke Mexican culture.

• Coasters: small but characterful pieces designed to reinforce the brand in every detail.

• Business cards: coherent, functional, and full of identity.

• Exterior vinyl signage: a façade that catches the eye and conveys the project’s spirit at first glance.

• Stickers and t-shirts: promotional materials that extend the brand beyond the venue, connecting with the community.

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The result

Zócalo Mexcalería emerges as a vibrant, rebellious brand with a Mexican soul that isn’t afraid to stand out from the crowd.
An identity that celebrates the art of mezcal, the colors of Mexico, and the character of A Coruña.
Zócalo doesn’t just invite you to drink — it invites you to live the Mexican experience with intensity.

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Credits

Design & Creative Direction: Jorge Aleix Creative Design
Client: Zócalo Mexcalería – A Coruña, Galicia
Year: 2025