Human’s identity for taproom and beer aficionado Malachela stars a host of charming characters

“Welcome to Malachela,” says Human, “a space where the atmosphere is always warm, the vibes are genuine, and there’s never a ‘mala chela’ in sight – just great beer, flavour and joy.” Invited to design the identity of the Taproom, bar, and restaurant in Brownsville, Texas, the Mexico City-based design studio delved into the effortless, down-to-earth charm that beer has, with the power to make people connect. The name Malachela, which was created by its founders Erick Ptacnik and Javier Sierra, “carries a subtle irony, underscoring that there is no space for bad beer (or ‘chela,’ as it’s colloquially known in Mexican slang) in the shop, only excellent brews,” explains Founder & Creative Director Alejandro Flores. The slogan, ‘THERE’S NO MALA CHELA AT MALACHELA,’ also devised by Ptacnik and Sierra, “further solidifies the naming concept, emphasising their commitment to providing nothing short of exceptional beer experiences.” In the creative process, the team at Human, led by Flores, aimed to create an unforgettable brand identity for Malachela. They consciously steered away from the commonplace representations often associated with beer-centric establishments, instead opting for a more unique approach. “Our goal was to forge an identity that could organically evolve with growth.” Inspired by this thought, they developed a cast of charming and carefree characters, who – with a variety of quirks and delightful details – embody the charisma that Human aimed to convey with the identity. “Our challenge was to present a distinctive yet compelling concept, striking a balance between humour and charm,” Flores tells us. “The result is an environment that resonates with the target audience, but also aligns seamlessly with the client’s vision for expanding the brand into a diverse range of products, from clothing to bar assets; as long as we have characters and archetypes, the brand potential is endless.”