Calaka Wear is a street wear company established in 2010 in California, the brand focuses on representing the complex Mexican roots and the culture of the owners as well as the consumers and the everyday coexistence of living in the United States.

For this identity project we wanted to honor that concept and also bring to the table one of the biggest traditions in México, Día de Muertos,  we created an identity concept based on the journey to the Mictlán and being the Xoloitzcuintle your company and keeper in that trip. We keep it fresh and fun to appeal a younger audience that also is looking to embrace the roots of their culture. The result is a playful identity mixing traditions, folklore and street culture.

With that in mind, we develop a Xolo icon as well as a series of simple illustrations to be used in different brand applications, the color palette uses a wide variety of colors based on the altares and the cemeteries on Día de Muertos. We also made different tags to play with the rest of the elements.