Mundo Perreo

ART DIRECTION | BRANDING | EXPERIENTIAL

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

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?

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 (no matter how big or underground), 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.