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Xocoyo


Design: Luminous Design Group
Location: Greece
Project Type: Concept

Moctezuma Xocoyotzin II was a man who admired the chocolate drink. The last Aztec emperor was consuming a huge amount of liquid chocolate on a daily basis, and he cherished it so that he was describing it as a drink with godlike quality, building stamina, and fighting fatigue away.

That story of the 13th-century Mexican valley led us to create the name and the visual identity for the chocolate drink, Xocoyo. The obvious geometry of the logotype is a reference to the triangular forms that are common around that era across South America. The packaging revolves around the grandiose character X – the first letter of the brand’s name – while drawing inspiration from the brutalist architecture, which constituted the trademark of the Aztecan culture.






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