Having fun with type and colour: Jesús López’s identity for Mentados is as bubbly as its kombucha
Opting for an astounding collection of typefaces – including Future Fonts’ Blimey, Hobo by Adobe, Jeff Levine’s Noveau Hippie, Carter from DaFont, RMU’s Carlsbad, Moskau Grotesk by Letter Edit, Retrips designed by Sarid Ezra and, finally, Edignwn Type’s Rundeck – Jesús López’s identity for kombucha brand Mentados is eclectic, to say the least.
Ranging from art nouveau and 70’s psychedelic posters to vintage packaging and Berlin signage for inspiration, the vivid assortment makes for a retro, craft-like tone and sundry aesthetic that immediately draws the eye. “What we aimed for is an intersection between something groovy from the 70’s,” López tells us, “traditional Mexican lettering and something you would find in a script font from a baseball team’s uniform,” noting the prominence of baseball in his hometown, Monterrey, and the North-East region of Mexico.
Working closely with Hermosillo-based letterer Alan Guzmán to develop Mentados’ nostalgic logo lettering, the brand’s welcoming wordmark encompasses the varied vibes of the supporting typefaces – a collection that López suggests aren’t necessarily the best of the best. “They were chosen basically because they have a lot of personality,” he explains, “and are not necessarily ‘good design’ but they stand out a lot,” creating a buzzing, relatively unrestrained world for the drinks brand to inhabit.
Similarly, his choice of colour champions the flavour of Mentados’ kombucha whilst juxtaposing with its tones. “I wanted something that made a lot of contrast with the kombucha brown,” López concludes, “the opposite of earthy – electric but still crafty.”
Custom Wordmark by Alan Guzmán