Valentina, who is also Mexican living in Granada, Spain, contacted me because she was going to open a Mezcalería in Granada and needed my services. A logo, menu, the visual identity and concept.
She had an idea for the name but she was not totally sure: "La Valentona", which means "brave" in feminine.
When we met, a couple of days later, it was clear to me, the name was perfect for her and this project. So I encourage her to use it!
It was going to be inside the Mercado de San Agustin, jus a few steps away from the Cathedral in Granada.
We talked about some ideas we had for the concept and the logo.
Here is my resume:
Context: Mercado de San Agustin, Granada, España.
Direct competitors: Mexican restaurants, Mexican shops in Granada.
Differentiators: The authentic experience of enjoying Mezcal.
Inspiration:
Oaxaca: Its streets, murals, engravings, culture.
Mexican & Oaxaca markets: Fruit, fresh colours, wood, plants, tropical environment...
The Mezcal & its elements: Agave, Maguey, Worm, Chapulin, Orange, typical little glass...
Feminine strength: Mother earth, the beginning, ancestors, divinity, the vulva
Mayahuel: The goddess of the Agave
Items to avoid:
Images of Frida Kahlo, typical graphics such as papel picado, sarapes, Mexican flags, Mexican hats, too colorful...
Images of Frida Kahlo, typical graphics such as papel picado, sarapes, Mexican flags, Mexican hats, too colorful...
Aesthetics to follow:
Old Mexican markets, pharmacies, Altar of the dead, Oaxaca urban aesthetics: Murals, Engravings, Urban Art, Feminine strength.
Our goal: Making an altar to Mezcal - Deity. Mixed with Sophistication, Minimalism, Cleanliness,
First drafts for the logo
I started using the shape for the agave which is pretty angled, just like the letter V so I combined them for the first drafts.
Sometimes I added lines around to resemble the divine side of Mayahuel.
Delivering the first ideas to my client
Based on the concept and the elements Agave + Mayahuel + Vulva I delivered these options to my client. Normally I deliver black and white but this time I decided to add colour to some of them as we already talked about using magenta, yellow and orange.
My client selected 3 options for the logo, so I made some adjustments and applied them to the outside shop.
Final version for the logo.
Outdoor signage
We needed an illustration for the outside door. I used the famous Mexican said "Para todo mal, mezcal y para todo bien, también" which means: "For all evil, mezcal and for all good, too" I added the typical glass for mezcal holded by a feminine hand.
Business Cards
Social media imagery
