I created the Ni Maíz brand identity for a client in Ruston, Louisiana in late 2023. The mascot character was requested by the client to visualize the Spanish play on words "ni maíz," which is slang for "no way!" The phrase translates literally to "no corn," hence the decision to make the mascot a corn cob making a finger-wagging hand signal.
With such a cheeky mascot, I knew this brand needed to be bold. I chose the color scheme for maximum contrast and punch—the fiery orange demands your attention against the black and white. The primary typeface, Copal, has a strong presence, while maintaining a sense of playfulness. And the secondary typeface, Retail, matches Copal's energy but grounds the overall identity.
