El Capataz

Naming, branding, and art direction for El Capataz, a bar located in Xela City, Guatemala.

The brand’s concept is inspired by La Danza de Toritos (The Bull’s Dance), a folkloric tradition still active in Quetzaltenango and other country departments. This dance dates back to the XVIII century and tells the story of the mayoral (capataz) of an estate that forbids the cowboys to tame an angry bull, so they get him drunk to be able to do so.