Picante required a typographic direction that could anchor the brand across apparel and campaign applications. I was tasked with developing a wordmark that felt expressive and culturally aware, while remaining strong enough to function across garments and merchandise. I began with hand-drawn letterform explorations, testing proportions that balanced softness with structure. Early studies focused on rhythm, weight, and spacing to find a form that felt both approachable and confident. The final logotype is bold and compact, with refined typographic details that add character without affecting legibility. It was designed to scale effectively across apparel, ensuring consistency and clarity across different production contexts.