“latitud” brewery

The client was Latitud Brewery, founded in the city of Queretaro, Mexico. Their founders looked for an image connected intimately with the geography of the city. Hence "Latitud" (latitude) as the brand's name. They also chose the precise latitude coordinates of Queretaro for their first line of artisanal beers.

This logo is based on barley spikelets and a compass rose or Rose of the Winds. The spikelets are pointing towards the cardinal directions.

Following modern trends, I proposed a logotype, a wordmark, a symbol and a secondary logo. This would allow founders to apply this brand to all kinds of materials.

The labels were illustrated with several geographical and architectural references found in the city. Each beer style represents a different time of the day. Belgian Style Witbier has the colors of dawn, Forest IPA represents noon, Caramel Red Ale represents twilight and the Vanilla Brown Porter has the night sky.

I prepared some merch elements for founders to produce. I made a brochure and some simple T-Shirt designs.

This art was adapted to reflect different times of the day. From top to bottom: Sunrise, Midday, Sunset and Midnight. Beer profiles and names were also related to its own label or “time”.