La Tiendita

Creating the identity for this store in Neukölln posed a challenge in that the identity needed stand out amongst the noise of the busy street, but also to fit into the neighbourhood as though it had always been there. The owner wanted his store to be authentic. However that would have clashed with the neighbourhoods punk aesthetic. I ended up taking the most punk-rock aspect of Mexican culture, the Luchador, and paired it with a hand-finished grunge typeface.