El Cimiento (Hacienda El Jibarito)

What does it represents? The palm trees represent Puerto Rico’s tropical nature, while the hat or “PAVA” as it’s called in Puerto Rico, and the MACHETES on the bottom represent typical elements of Puerto Rican culture. The ring that encapsulates the logo looks like the ring a cold beverage, or beer, would leave on a surface. Playing around with all those elements took me in the direction of creating an emblem. That way I could incorporate everything the client wanted to show, without stealing attention of what’s important. Overall, I love the personality of this direction, and how it screams Puerto Rican culture in a very subtle way.