We have imagined worlds and exchanged thoughts for the sole purpose of finding meaning to our existence for thousands of years. This is why Principia Tasting Room was conceived as a space that provides an opportunity to explore, create and share. Celebrating the thousands of variables that allow us to be in the same spacetime.

The tasting room (located in Mexico City) is an extension of Principia Brewery. We gave continuity to the main concepts: science and discovery tied to the five basic taste types. Each icon is a universal expression of: acidity, sweetness, sourness, saltiness and umami. The line repetition sustains the idea of existence and everything that has yet been discovered.

The five icons of the identity combine to create the metaphor of an experimental recipe. The blend of colors, graphics, sizes and textures were designed to give the consumer choices, an outcome with different variables. Just like a recipe, science and pleasure are blended together. One of the main challenges was to find the balance between the scientific and mundane dimensions of eating and drinking. We aimed to transcend the current concept of handcrafted objects and chose to follow the path of intellectual sophistication. The color choices make a reference to space and provoke a vibrant nocturnal feeling.


Copywriting: Olga Villegas / Karen Vizcarra

Art Direction: Mario Hgno

Design: Mario Hgno /  Lilian Navarro

Photography: Amadeus Hdez