To recreate the Mexican roadside motel that the Beat poets would have stayed in, we created a custom, hand drawn logotype that felt like it could have been painted on a taqueria wall. We paired this with a family of 4 Mexican inspired hand drawn fonts and used them all together to create an authentic brand identity. To add personality we added hand drawn illustrations that tell the brand narrative. We used all these elements together in a vintage lucha libre inspired poster design to create iconic festival merch and signage.