Visual Identity &
Packaging
GUATEQUE’s visual identity is inspired by the vibrant and festive essence of the “michelada”, an iconic Mexican drink made with beer, lime juice, salt, and seasoning sauces. Drawing from its bold colors and refreshing energy, the graphic design aims to capture the intensity and joy of Mexican culture. Through a strong, decorative typography, GUATEQUE evokes the dynamism of traditional celebrations, while a bright and contrasting color palette enhances its bold and eye-catching character.
To complement the logo and provide a distinctive icon for the brand, an exploration of Aztec pre-Hispanic patterns was conducted, incorporating the graphic element that harmonize with the typography's structure.