For Sánchez, a branding project based in Playa del Carmen, Mexico, we developed a visual identity that celebrates the essence of taco culture. The brand is built around an honest and approachable narrative, inspired by kitsch elements of popular graphic culture, reinterpreted through a contemporary lens. The visual system draws from everyday imagery, hand-painted signage, bold color, and humor, transforming these references into a solid, flexible identity with strong character. This project explores how popular culture and graphic expression can coexist with intention and clarity, without losing authenticity.