Tozi, a Mexican-American food and beverage company known for using natural ingredients and Aztec-inspired superfoods, has introduced a new logo and packaging designed by If Only Creative, with contributions from designer Sofia Llaguno. The refreshed look reflects Tozi’s passion for celebrating Mexico’s cultural heritage while embracing a clean, modern style that resonates with today’s consumers.
The old logo featured intricate artwork inspired by traditional Aztec designs. It included a figure reminiscent of ancient Aztec drawings, surrounded by plant symbols and ethnic motifs, highlighting the brand’s deep connection to indigenous traditions and natural ingredients. While it captured the company’s roots, the design felt a bit too detailed and busy, with inconsistent proportions that made it less cohesive.
Now, the brand has gone for a cleaner, more streamlined approach. The new logo focuses on typography, giving it a sharper, more polished identity while still honoring its cultural background. The word “TOZI” stands out in bold, geometric letters, with a standout “Z” featuring a dynamic curve that adds movement and energy. The “O” has also been refined; the wavy line is gone, replaced with a smooth, even stroke that gives the logo a more balanced, contemporary feel.
Deep, rich purple is the new primary color, adding sophistication while subtly nodding to traditional Mexican hues. This bold shade contrasts beautifully with lighter accent colors on the packaging, making the design vibrant and cohesive.
Isola’s main font has strong, structured, confident, modern letters. It’s paired with Silverspoon, a secondary typeface with playful, sweeping lines inspired by Aztec art. Together, these fonts balance fresh, contemporary design with traditional influences, blending ancient wisdom with modern practices.
The packaging design reinforces this heritage connection. The updated symbol now focuses on the head and headdress of the Aztec goddess Toci, creating a bold yet simple illustration. Above the headdress, icons represent core ingredients like corn, amaranth, and agave. The modular approach makes the packaging easy to adapt as the product line expands, with room to add new ingredient icons for future items.
The updated packaging has been completely reimagined to align with the new logo and typography. Unique shapes frame product details seamlessly across different formats: bottles, pouches, boxes, and more. The layouts are clean and organized, though in some cases, a stronger information hierarchy could better highlight key details, especially on products like aguas frescas. Overall, the design feels cohesive, helping the company stand out while staying true to its roots.
The new visual identity features bold colors and traditional motifs, with subtle Aztec-era architectural influences woven into the design. These details create a visual link between the brand’s modern identity and its historical inspiration without falling into clichés.
The refreshed look honors Aztec heritage while appealing to a global audience. With its clean logo, bold typography, and culturally rich packaging, Tozi’s updated identity reflects its dedication to family, health, and the power of Mexican superfoods.