When I started working on Gablaona, I knew this wasn't going to be one of those clean, minimal brands. This thing needed noise. It's a burger, beer, and burrito joint that yells "have a good time or get out of the way." From the first sketches, the idea was to build a brand with attitude, the kind of place you remember after a messy night out with friends.

The mascot came first: a grumpy, tooth-gritting face that somehow feels like it could shout at you and buy you a drink. That expression became the heartbeat of the whole system.

The logo and wordmark followed naturally - big, chunky, unapologetic letters that look like they were stamped on by hand. Nothing neat or polished, just character. The sort of typography that could live on a beer can, a t-shirt, or a neon sign and still feel at home.