FAENA’s identity for Vinos Chidos revolves around the exploits of a drunken Persian cat

Vinos Chidos offers a curated selection of affordable, regional wines to the people of Mexico City. They deliver all orders for free within a super-fast 90-minute window and believe that wine “doesn’t have to be expensive to be cool”. It was founded by former Massimo Bottura chef Marco Carboni and tech entrepreneur Noah Tovares with a joint mission to make good wine from around the world accessible to the Mexican public. Local studio FAENA, commissioned to design Vinos Chidos’ visual identity and packaging, found inspiration in the Mexican slang ‘andar persa’, meaning ‘to be drunk’. The phrase is a common expression in the bars and restaurants throughout the country, but its exact origins are unclear. It’s brought to life in visual form through a whimsically illustrated Persian cat that finds itself ‘walking Persian’ in a number of different situations. Across the delivery boxes, posters and tote bags, it does everything from drinking wine to poking its head out of a barrel, all while maintaining a rather cheeky facial expression. TIGHTYPE’s sans serif Sneak contrasts and compliments the illustrations, allowing them to shine while subtly hinting at the cat’s drunken behaviour with its upside-down ’S’.