Panzón is a Mexico City-inspired mezcal bar & restaurant located in Greenpoint, Brooklyn. The team behind Panzón, having a deep appreciation for the “if you know, you know” culture of CDMX, known for its blend of beauty and grittiness, reached out to us to create a brand that would embody this spirit, while also keeping a level of professionalism and authenticity with a strong graphic system.
As Saint Urbain embarked on this project, they delved deeply into the vibrant street culture, graffiti, and signage of CDMX for inspiration. They were drawn to the human, hand-drawn shop logos, down to earth colors, industrial worker fonts, and unique graphic language. To bring the casual, human side of CDMX dining and cooking culture to life, they created a visual language that is playful, cool, carefree, and down-to-earth.
As Saint Urbain embarked on this project, they delved deeply into the vibrant street culture, graffiti, and signage of CDMX for inspiration. They were drawn to the human, hand-drawn shop logos, down to earth colors, industrial worker fonts, and unique graphic language. To bring the casual, human side of CDMX dining and cooking culture to life, they created a visual language that is playful, cool, carefree, and down-to-earth.
One of the most distinctive features of the design is the hand-drawn logo. Saint Urbain intentionally kept it unstructured and unprincipled, reflecting the no BS spirit of Mexico City bar culture. To complement the logo, they used a font system inspired by industrial, everyday worker prints and most important, the mascot.
At the heart of the design is the story of Chef Alfredo, affectionately known as Panzón, whom they transformed into a cartoon mascot. Saint Urbain created an adorable, short, and stubby cartoon blob with a potbelly to represent Chef Alfredo’s love of food and his larger-than-life personality. The mascot is featured prominently, adding a playful touch to the overall design.
At the heart of the design is the story of Chef Alfredo, affectionately known as Panzón, whom they transformed into a cartoon mascot. Saint Urbain created an adorable, short, and stubby cartoon blob with a potbelly to represent Chef Alfredo’s love of food and his larger-than-life personality. The mascot is featured prominently, adding a playful touch to the overall design.
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