Toro Pinto – Principia Tasting Room

“The tasting room (located in Mexico City) is an extension of Principia Brewery. We gave continuity to the main concepts: science and discovery tied to the five categories of flavors. Each icon is a universal expression of: acidity, sweetness, sourness, saltiness and umami. The line repetition sustains the idea of existence and everything that has yet been discovered.The five icons of the identity combine to create the metaphor of an experimental recipe.The blend of colors, graphics, sizes and textures were designed to give the consumer choices so that the outcomes could vary. Just like a recipe, science and pleasure are blended together. One of the main challenges was to find the balance between the scientific and mundane dimensions of eating and drinking. We aimed to transcend the current concept of handcrafted objects and chose to follow the path of intellectual sophistication. The color choices make a reference to space and provoke a vibrant nocturnal feeling and are applied over the brand collateral applications.”