A bold, flavor-forward identity that speaks the language of the street — loud, proud, and full of spice.

Rooted in the pulse of Mexican street culture, El Aguachilón Panzón is not just a seafood joint — it's a sensory experience. Our challenge was to translate its irreverent voice, neighborhood charm, and unapologetic attitude into a cohesive visual identity. Through a strategic blend of design and cultural insight, we crafted a brand universe that’s vibrant, playful, and unmistakably local. From logotype and iconography to tone of voice and color palette, every element was built to echo the brand’s essence: spicy, charismatic, and full of heart.