El Chilango Branding

I designed the El Chilango brand as a colorful, modern expression of Mexican culture. The goal was to create a unique and accurate representation of the culture while avoiding over-used or offensive stereotypes. A winged skull is a motif which symbolizes the journey of the dead from this life into the afterlife. The logo design is a take on that motif, which incorporates the golden wings of Mexico City’s Angel of Independence, and a “calavera”, a decorated skull used in the traditional celebration of Día de Muertos (Day of the Dead). This logo design is a saturated expression of “El Chilango”, the people of Mexico City, which perfectly enhances the business’s ambition of selling delicious, authentic Mexican street food.