03 Case study

Streetwear with Mexican roots

A mask that changes scale without losing its line: from the label to the storefront.

Field: Streetwear with Mexican roots
Disciplines: Identity · Packaging · Retail space
Pieces: Logo, hang tags, gift box, storefront and store interior

The store façade at night, with the illuminated mask above the entrance.

The starting point

A streetwear brand with Mexican roots needed a mark with character, one that could grow from a hang tag to the front of its store without losing detail or presence.

The idea

The answer is an ornamental mask: a face in conversation with Mexican tradition and, at the same time, with the language of the street. It is drawn to change scale without losing its line, in red, black, cream or gold depending on the surface, with a firm wordmark beneath.

The identity, applied

The mask lives on garments and tags, embossed on the gift box, in gold on the back wall of the pale stone interior and, at night, lit above the entrance. A single figure guides the customer’s whole journey, from the street to the box.