Yaguar Hapé Logo Design
Yaguar Hapé offers a sacred snuff blend made from jungle plants, traditionally used for grounding, healing, and spiritual awakening. Rooted in ancient traditions yet reaching a global audience, the brand needed a visual identity that bridges ancestral wisdom and modern clarity.
Creative process
Understanding the Brand
Visual Exploration
Yaguar Hapé is a brand rooted in Amazonian traditions, offering sacred hapé made from jungle plants.
The logo needed to:
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Express ancestral wisdom with a modern aesthetic
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Incorporate symbols like the jaguar eye, the third eye, and the kuripe pipe
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Carry a mystical yet minimal character
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Work well across all formats (packaging, social media, website, print)
The collaboration with Yaguar Hapé unfolded as an open dialogue, with client feedback shaping the creative journey.
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Three logo versions were presented: jaguar face with/without a circle, variations of symmetry and detailing.
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Clients loved the typography, especially the integration of kuripe and tepi elements.
First Logo Concept
“Yaguar” offers hapé, a sacred snuff blend made from jungle plants, traditionally used for grounding, healing, and awakening.
The logo is centered around a stylized jaguar face, inspired by Balam, the Mayan jaguar deity. In Mayan culture, Balam is a powerful guardian, symbolizing strength, spiritual vision, and protection. This mythical energy is embedded into the logo, blending ancient wisdom with a modern edge.
Key elements of the design:
The nose is shaped like a heart, representing love and deep connection, both with oneself and the Earth. This reflects the intention behind the use of hapé: to connect, center, and align.
A third eye on the jaguar’s forehead, depicted as a leaf, symbolizes expanded consciousness, intuition, and the natural wisdom of plants. It’s a direct reference to the botanical origins of hapé, crafted from sacred jungle herbs.
The typography is custom-crafted to echo eclectic visual motifs. The initial "Y" is uniquely shaped to resemble a kuripe pipe, traditionally used to apply hapé.
Moving Forward:
From Mascot to Symbol
Following the feedback, I refined the concept.
Instead of illustrating a full jaguar face, I focused on a more minimal and symbolic form — the eye as a Huichol-inspired element of vision and protection.
I refined the design by simplifying details while preserving its spiritual depth.
Different shapes were tested to frame the symbol — circle, square, and rectangle. The circle was chosen for its harmony and resonance with sacred traditions.
Iterations & Adjustments
Final Logo
Where the Logo Is Used
The Result
I explored multiple sketches to find the right balance between mysticism and simplicity. During the process, we discussed altering certain letterforms, such as the crossbar of the “A,” but in the end, the original typography was preserved for consistency and clarity. The clients also asked to experiment with color palettes, ranging from sacred black and white to vibrant Huichol-inspired tones.
I developed a series of color variations, including a version with seven chakra-inspired circles to highlight spiritual alignment. Gold accents were later introduced to bring a sense of timelessness and a premium touch. In the end, the final package included three versions: a classic black logo, a golden version, and a chakra-colored design.
- The upcoming website (built with Astro, which is my next project)
- Instagram and social media
- Package, business cards and printed materials (designed by me)
The final Yaguar logo was approved and absolutely loved by the client!
It’s elegant, meaningful, and versatile across all platforms. Most importantly, it embodies the brand’s philosophy and emotional value, helping to strengthen the connection with its audience.
Conclusion
This project demonstrates how a logo can be more than just a symbol. It becomes a reflection of the brand’s essence. Through exploration, client feedback, and thoughtful design. I created a logo that feels authentic, elegant, and timeless.