Brand Identity and illustration for Lobo Cantina, a traditional Mexican grill based in Manizales, Antioquia. The brand is inspired in the Nahuatl tradition. Specifically in the “Nahuas”, people with the ability to assume animal forms—Always ready to eat and devore.
Based on the strong cultural belief I crafted a visual identity with dynamic handmade icons which can be used as the animal spirit —the wolf— or the werewolf form. Both icons can be used as badges, graphic assets or even as logo. The main logo is represented by the wolf in animal form next to the word mark.
The fonts really matched well with the visuals, creating a rustic, handmade connection with the illustrations and colors. For body copy I decided to use a serif font, which can be easily found in some old text books.
Rustic imagery with a earthy color palette, create a strong visual with a Mexican tradition feeling, the colors remain and connect to the food as well.
—Sabor Ancestral Mexicano—“Mexican ancestral flavor” is the main tag line for the brand. It represents the traditional foods with a mystical tone to always be on brand.
Lobo Cantina is always looking for Inspiration in literature and old Mexican folk poems.
Kev Pineda
@kevpinedadesign
Medellín, Colombia —2022