(NEW JERSEY · USA)
(BRANDING & ILLUSTRATION)
XEXISALVI STANDS OUT FOR REPRESENTING THE WARMTH OF SALVADORAN CULTURE IN NEW JERSEY. THE CORE VALUE OF THE BRAND IS TO SHARE THOSE DETAILS THAT MAKE SALVADORAN CULTURE UNIQUE AND SHARE WITH EVERYONE THESE SLANGS AND FUNNY MOMENTS!
For this project, the objectives to be fulfilled were that the brand was a flexible identity and that it be full of elements representative of El Salvador. I was influenced by the colors of the loroco, the izote flower, the tunco beach, the sun, and the volcanoes. For the brand visuals, I choose a contemporary, retro, vintage, and grunge design style.
Xexisalvi is synonymous with friendship and community. The brand's niche is young people who enjoy going out with friends, chatting over and sharing a few beers, and venturing into the world without fear of new experiences.
For the typographical selection, I focused on a style that transmitted an ancestral essence and connoted a journey through time where there was a fusion of vintage and modern. The most significant icon I created for the brand is the "coster" which is a public transportation in El Salvador. From this element, I build the concept that the "coster" would represent the brand transporting everyone to the Salvadoran culture through their merchandise.