Guided by this vision, we developed a bold, authentic, and youthful brand. We created a bold, authentic, and youthful brand. It draws inspiration from the vibrant typography used in the streets of La Colonia Condesa in Mexico City and the hand-painted letters referred to as rótulos in Latin American culture, commonly seen on different food stands. By embracing these rich Mexican traditions, Celzo’s logo achieves a remarkable elevation that pays homage to its roots. The isotype takes the form of the letter "O" complemented with a star-like asterisk, reminiscent of the Mexican rótulos. This composition conveys the image of a refreshing glass of agua fresca, viewed from above, with a delightful garnish. Like the iconic busy streets, Celzo blends various typographies: a cool, personality-filled font, a classical typeface for sophistication, and a lively Latin street-inspired style. These fonts, paired with a simple one for body copy, create dynamic compositions.

Celzo’s visual system embodies a vibrant, authentic energy, inspired by the complexity of its flavors and the dynamic spirit of Mexico City’s streets. Through a blend of colors, textures, and visual compositions, the brand evokes a raw, urban aesthetic that reflects its essence, capturing the layering of experiences, stories, and traditions in a distinctive graphic language.