Hija de Sanchez

Mexican Modern
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A new identity for a celebrated group of taquerias in Copenhagen

Noma alum Rosio Sanchez launched her first taqueria in Copenhagen’s Torvehallerne in 2015. By 2023, she’d expanded to 4 locations across the Captial. With the opening of the fifth in Carlsberg Byen, she took the opportunity to update the identity.

A reflection of her uniquely modern take on traditional Mexican street food, the brand seeks a balance between expressive and elevated, structured and organic, vibrant and restrained. The design complements the new location’s interior, by SpaconAndX, which combines contemporary Danish sensibility with the soul of a traditional taqueria.

Typography fit to scale

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The choice of Pirelli VIP as a display face was inspired by the hand-lettered signage often compressed or stretched to fit available space in comedores and puestos across Mexico. For Hija, the variable weights and widths allow for running changes of ingredients, menu items and specialty cocktails.

Hand-Cut Ingredients

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To infuse a touch of craft, we hand-cut, inked and printed a series of icons and illustrations. These organic, imperfect lino-cuts counterpoint the crisp, compressed typography and add organic texture into the graphic identity and environment alike.