Que se foda
The challenge was to express this spirit while maintaining the quality and elegance expected from a premium wine. It needed to look like a wine first — subtle, not an “in-your-face” provocation or a literal “fuck the image” approach. This led to a conceptual and typographic study focused on the logo and its literal visual language. That thinking motivated the redesign of all brand elements by founder and artist Francisco Eduardo — from the website to labels, packaging and merchandise — resulting in an identity that balances rebellion in words with refinement in design, staying true to the brand’s raw and authentic voice.
The result is a clean, bold and cohesive visual language — provocative yet elegant. Each element invites engagement and builds a brand rooted in fearless self-expression, delivered with clarity, intention and design sophistication.