The Antojitos branding solution is inspired by ancient Mexican civilisation imagery and iconography. A culinary movement that is rich in culture and tradition, food plays an important part in Mexican identity. Mexican food that we enjoy today can be traced back to ancient civilisations that roamed the lands of the time, and to this day, Mexican food has influenced the way locals live, celebrate and interact, spreading the culture and flavours of Mexico to all corners of the world.
Geometric shapes and symbols of the sun feature heavily throughout the branding, taking inspiration from the extensive use of these graphic elements throughout Mexican history.
The sun has appeared in Mexican art and civilisations as a symbol of the life-giving energy and good luck. The figure of the sun is even present in the roundness of the Mexican tortilla, which nourishes and provides energy for the body. The form of the tortilla – round — and the corn – yellow like the sun, bring together symbolic elements of the positive values.
