Bold and rugged, the serif typography combining Chinese characters with English exudes an aggressive and striking form, intuitively revealing the Mexican-Chinese identity. The face of tiger, reminiscent of ancient murals or traditional prints, is symbolically rendered in the shape of a tequila bottle. This representation not only visually embodies the brand’s fundamental identity as a tequila pub but also completes a powerful and evocative visual story.Naked Tiger typeface was developed to preserve the bold and rugged feel of the Chinese logo in its English form. Passionate red plays a crucial role in conveying the brand’s core value of fiery passion and fiery strength. Tiger orange embodies a rough texture and intense visual imagery inspired by cave walls. Himador green, reminiscent of cactus and tobacco leaves, visually represents the regional identity with its plant-inspired colors from Mexico and South America. Brazilian illustrator André Ducci has vividly captured the rugged Jimadores of Naked Tiger in his illustrations. His print-based, mass-oriented artwork not only exudes vitality akin to murals in the tiger den but also conveys a sense of historical depth. Ducci’s illustrations serve as more than mere decoration; they function as a crucial element in visually narrating the story of the space. Naked Tiger takes the originality of its cuisine a step further by defining a new artistic style called ‘Kitsch Sexual,’ effectively conveying the brand message. Kitsch Sexual symbolizes primal expression and freedom through a dual approach to sexuality. This concept is linked to the notion of ‘kitsch,’ which oscillates between lowering and elevating artistic value. By reinterpreting commercially driven sexual themes, such as those found in Playboy magazine, Naked Tiger adds artistic value and redefines them within a new context.
