Starting off as a no-label small business venture, really had the freedom to just start from zero and create a whole fun identity out of a not so typical product. Since worm salt and eating grasshoppers is as Mexican as it gets, obviously the idea was to stay in that authentic space, hand drawing elements, typography and giving a crafted edge to everything. "Bicho" (which translates directly as any insect, but or "bad" small animal) was the starting point creatively in coming up with a logo treatment that referenced that kind of pincer/antennae/devilshness. But since its about cocktails and celebration, didn't want to lose that happy space around it as well and putting ingredients as important characters in the photography.