Mundo Perreo

ART DIRECTION | BRANDING | EXPERIENTIAL

Logo for Mundo Perreo with a spaceship graphic, vibrant pink and blue design elements on a dark background, and text in Spanish reading "Perreo Sin Límites".

Mundo Perreo is an annual music festival in Mexico City that celebrates the pulse of Latin electronica and perreo culture. Featuring artists across reggaetón, dembow, and perreo-inspired EDM, the event unites fans through music, dance, and unapologetic self-expression.

DESIGNING THE EXPERIENCE
Design a bold, high-energy brand identity for Mundo Perreo, a new music festival debuting in CDMX. The branding had to resonate with a young, Spanish-speaking crowd and live across every touchpoint: from immersive stage designs to merch, web, and social campaigns.

WHO WE’RE SPEAKING TO
Young, Spanish-speaking music fans with a love for EDM, reggaetón, and perreo culture: especially those drawn to underground energy, nightlife, and Latinx identity.

ART DIRECTION
Alfredo Palacios

DESIGN RESEARCH
Alfredo Palacios

BRAND POSITIONING
Alfredo Palacios

SOCIAL MEDIA
Alfredo Palacios

PRINT
Alfredo Palacios

FINDING THE BRAND IDENTITY

To define Mundo Perreo’s brand identity, I used the I.D.E.A. framework to organize key insights and opportunities:

  • Inquiry — Who is this for, and why now?

  • Definition — What values shape our vision and define success?

  • Exploration — How do we compare to similar festivals, and what sets us apart?

  • Action — What will this look like, and how will we measure impact?

A visual chart titled "I.D.E.A. | Inquiry" with sections for Opportunity Statements, Audience, and Impact, each containing purple sticky notes with handwritten notes about Latin music festivals, Latin and Spanish-speaking audiences, and inclusive, cultural, and musical diversity.
A two-column infographic titled "I.D.E.A. | DEFINITION." The left column lists values with bullet points and quotes from Alfredo Palacios, including celebrating Latin artists, supporting culture, responsible partying, shared unity through music, and mutual respect for land. The right column explains how these values guide decisions, focusing on celebrating Latin artists, inclusivity, shared unity, accessible festivals, and creating meaningful experiences.
A colorful infographic titled "I.D.E.A. | Exploration" showing a comparison of music and culture festivals. Yellow blocks represent festivals such as Fuego Fuego, Vibra Urbana, Baja Beach Fest, and others. Purple blocks highlight similar music and culture elements like 'Similar Music', 'Similar Culture/Feel', and 'Different'. The background has overlapping circles in light color, and a question at the bottom asks, 'What are competitors? How do they compare to us?'.
A comparison between two festivals is shown in a chart. The left side titled "What are similarities between these festivals?" lists points such as all have only Latin artists, most use Spanish language, all have playful branding, most are location-specific, most have a mix of Latin genres, only one made efforts to be inclusive in messaging, and most audiences range from 18 to late 20s. The right side, titled "What makes our festival different?" highlights heavier use and appeal of Spanish language, a focus on Latin EDM and Perreo genres, shared unity, inclusive audiences, and a mix of large and small artists. All points are credited to Alfredo Palacios.

With this in mind, we can establish a positioning statement:

“Mundo Perreo delivers the ultimate experience for lovers of perreo music. As the only festival dedicated to showcasing Latin American artists across all perreo subgenres, Mundo Perreo is a celebration open to all. It’s where unity through music, culture, and self-expression comes alive, embodying the true spirit of the perreo lifestyle.”

Wordlisting and moodboarding shaped the creative direction, leading to clear guidelines:

  • Incorporating micro designs, layering, and textured grains

  • Defining color palettes and typeface pairings

  • Creating a distinct photo treatment with path blurs and color washes

CREATIVITY IN ACTION

These elements helped convey the high-energy, Y2K-inspired visuals of Mundo Perreo.

Text in Spanish promotes an event called Mundo Perreo, encouraging people to prepare for the event of the year, with a neon-style graphic design in pink, blue, and yellow colors.
Website on a laptop and phone promoting a music festival called Mundo Perreo with a dark background, star graphics, and bold white and pink text.
A smartphone screen displaying a digital poster with the text "ESTE PERREO ¡ES PARA TODOS!" and "mundo perreo PERREO SIN LÍMITES." The background features a faint image of a dog, with colorful graphic elements surrounding the text.
Event poster for 'Mundo Perreo' featuring nightlife and music festival details, including date, location, and performer lineup, with social media handles at the bottom.
Festival banner promoting Mundo Perreo event with images of five people, event dates October 18-19, 2025, and list of performers and ticket info.
Three colorful tickets for a 25th anniversary event, with names 'ARTISTE', 'DÍA UNO', 'DÍA DOS', 'TODO ACCESO' and stylized graphics.
Two white T-shirts with retro 80s style designs. The front T-shirt has an abstract black and pink graphic, the back T-shirt has bold black text "ROMPE la PISTA" with pink graphic elements and an outlined star logo.
Set of three vertical banners and a directional sign. The banners are pink, yellow, and blue, each with the word "ESCENARIO" and the word "SHOW" in large text with matching colors. The directional sign is black with text in pink and white, pointing to various locations such as "ESCENARIO," "MEDICO," "COMIDA Y BEBIDA," and "BAÑOS."
A person wearing a black hoodie with hands in the front pocket, and a lanyard with a conference pass around their neck. The pass reads 'Personal 2025 Todo Acceso'.
Stage setup for a music event with a black and pink color theme, featuring large pink star graphics and text that reads "Escenario Completa" and "Mundo+perreo." The center of the stage displays the performer name "Isabella Lovestory" in white and black text. There are lighting and sound equipment on the stage, and side banners with the phrase "Perreo Sin Límites" repeated.