Raspadero

Raspadero takes a Mexican classic and flips it on its head with an artisanal approach and imaginative, exciting flavors made with the freshest ingredients available. We took on this Los Angeles-based project in 2020, developing their brand voice and visual identity. From the client's brief, these raspados had taken on an artistic light that deserved to be reflected in the brand's graphics. Our initial references were classic Mexican artists, so the best way to represent this was through digital oil paintings of their ingredients. These were combined with icy textures and warm colors to create intricate collages that decorate the brand. For the logo, we knew that an elegant and sharp serif would capture the brand's essence. By playing with the bar height and use of the classic tilde, we synthesize core elements of Mexican design in a contemporary package.

R A S P A D E R O
Brand Identity / Brand Strategy / Copywriting / Packaging - 2022 - Los Angeles

Raspadero takes a Mexican classic and flips it on its head with an artisanal approach and imaginative, exciting flavors made with the freshest ingredients available.

We took on this Los Angeles-based project in 2020, developing their brand voice and visual identity. From the client's brief, these raspados had taken on an artistic light that deserved to be reflected in the brand's graphics.

Our initial references were classic Mexican artists, so the best way to represent this was through digital oil paintings of their ingredients. These were combined with icy textures and warm colors to create intricate collages that decorate the brand. For the logo, we knew that an elegant and sharp serif would capture the brand's essence.

By playing with the bar height and use of the classic tilde, we synthesize core elements of Mexican design in a contemporary package.

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