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Tequila is the most successful nightclub in Merida, Yucatan. As time has passed, Tequila has had several pauses, some longer than others. However, it has managed to reinvent and return to market with huge success. This is the third identity of Tequila in about two decades, and we decided to take a more sober and timeless road. The two previous logotypes weren’t very lined or straight and both seemed handmade, which projected a very juvenile and fresh image at the time. Now, we chose to make a mix of styles: on one hand, we used a straight, easy reading typography; on the other hand, we applied an incision effect on the letters that form the word TEQUILA, in order to become a dynamic typographic logo that is coherent with its own past. The graphic applications work as a blank canvas for any kind of event, and it’s contrasted with trendy patterns imagery that changes according to fashion and time context.