El Callejón del Aguacate is more than just a branding project — it’s a love letter to the spirit of Coyoacán, written with saturated colors, playful textures, and a deep respect for cultural memory. Inspired by the pastel-washed façades and hand-painted signs of Santa Catarina’s colonial architecture, the identity reinterprets these references through a modern and cheerful graphic system. The visual language uses digitally rendered illustrations that aim to emulate the feel of hand-cut paper, referencing papel picado and the decorative flair of Mexican fonditas. These layered elements were designed not just to look handcrafted, but to feel like they were made with intention, warmth, and a bit of street-food charm. Rather than falling back on folkloric clichés, the identity embraces subtle cues: rough edges, mismatched colors, imperfect shapes and patterns. All of them working together to evoke a place that feels familiar to those who know it, and curious to those who don’t. It’s not just about making Mexico visible — it’s about making it feel alive, present, and celebratory, right in the middle of a Spanish alley.