A heritage-driven crest for a family agri-brand that wanted to honour three generations while competing in premium retail.
Los Tres Hijos is a family-owned producer with deep roots and real pride. Their story was rich, their branding did not tell any of it.
The existing look was inconsistent and generic, invisible on a premium shelf. They needed a mark that carried legacy, trust, and shelf-stopping craft.
I explored classic crests, engraving traditions, and the codes of premium provenance, then modernised them so the brand felt timeless, not dated.
Hand-drawn monogram studies weaving three figures into one ligature, literally the three sons locked into a single, balanced crest.
Modern grotesque paired with a refined crest keeps heritage from tipping into old-fashioned.
Drag the handle to compare the old brand with the new identity.
"Working with him felt like adding a creative director to the family. He captured three generations in one mark, and made us look worthy of a premium shelf."