One job we had a lot of fun with was designing the Cheen Bak logo.

“Our pigs are all muscle”, the client told me. That’s where the Mayan name “Che’en” (pure) and Bak’ (meat) comes from. This is a Yucatecan company, and a great friend of mine is a founding partner.

How the Cheen Bak’ logo came about

The goal was to achieve a strong pork body, reflecting the low-fat content of the pork, that is, che’en bak’.

The colors had to be strong, reds and browns with an intense pink, like the skin of the pigs they distribute.

At the client’s request, the apostrophes were removed from the words, becoming “che’en bak’”

“We need the eye to be shaped like an inverted diamond”… I actually thought of a Cartier….

It was long nights of sketching and WhatsApp messages. The result is shown in the attached images.

A couple of months later, the subject was discussed again, over a couple of drinks, during a live rock night.

We love to see our work already applied, with the client’s complete satisfaction.