Pegachingón
A tile adhesive brand, built from the language of the job site.
Brand identity Packaging Brand strategy Naming
A name that came from the job site.
We began by talking to the people who use tile adhesive every day: builders, installers and contractors. Interviews on site brought the practical priorities into focus. A good product needed the right consistency, dependable adhesion and easy application. The language around it mattered just as much.
One phrase kept returning: “Este pega chingón.” It became the name and the starting point for the identity. Pegachingón speaks in words its audience already uses, with the confidence and familiarity of a recommendation passed between people who know the work.
Built around the people who build.
The emblem shows a hand holding a trowel, placing the worker at the centre of the brand. Football and lucha libre informed its visual language, bringing the energy of those shared interests into a category usually defined by technical claims.
We carried that character through packaging, banners, brochures and merchandise, including shirts and caps. Each application gives the identity a practical place on the job site, while keeping its name, imagery and tone recognisable across the range.
