Picante approached me to develop a typographic direction that could anchor the brand across apparel and campaign imagery. The brief was to create a wordmark that felt expressive and culture-led, something playful and full of heat, while still strong enough to hold its own on garments. Starting with hand-drawn explorations, I experimented with letterforms that felt soft yet punchy, refining the balance between rounded approachability and confident structure. The final logotype is bold, compact and instantly recognisable, with subtle character details that give it personality without compromising clarity. Designed to sit front and centre on tees, hoodies and accessories, the mark brings a sense of nostalgia and fun while remaining clean and versatile. It’s typography that doesn’t just label the product, it is the product.