Brenda Aguirre
El Mercado
The reimagining of El Mercado de Los Angeles—El Mercadito to those of us who know and love it—is a tribute to an East LA gem that has been a cornerstone of our community for decades. Growing up surrounded by the vibrant spirit of Mexican culture, El Mercadito was always more than a marketplace. It’s our cultural heartbeat, where weekends are filled with the echo of mariachi tunes, the rich aromas of food that tastes like home, and the warmth of traditions that make our roots feel strong and alive.
In this redesign, my goal was to capture and celebrate that magic. The new logo brings the essence of mariachi to life, with swirls inspired by traditional Mexican script, reflecting the lively rhythms that make El Mercadito so unique. Bold, earthy colors mirror the lively, textured beauty of the market itself, while each image was chosen to tell a part of our story—from the spirited Baile de los Viejitos dancers to the spices that are the soul of our kitchens and the textures that bring a touch of home.
Through every magazine spread and Instagram post, each design choice was crafted to honor the people who breathe life into this space. This project isn’t just a rebrand; it’s a tribute to Mexican heritage, a celebration of community, and an invitation for others to experience the warmth and pride that fills El Mercadito. This redesign is my love letter to a place that has been keeping our culture vibrant and our traditions alive for generations.
Artist Statement
As a young Latina designer, I’m passionate about creating bold, visually dynamic work that celebrates identity, inclusivity, and cultural connection. Through campaign branding and editorial design, I aim to elevate diverse voices and tell stories that resonate.My design style centers around vibrant colors, intentional typography, and thoughtful composition, blending a celebratory spirit with a modern edge. I love to experiment—whether it’s adding hand-drawn elements or going for sleek, clean lines—to keep each project fresh and adaptable.Rooted in my cultural background, my creative process draws from both traditional and contemporary influences. Each project is infused with elements that reflect diverse experiences, bridging heritage with authenticity and storytelling. Research is also a key part of my approach, allowing my work to deeply connect with and resonate across different communities.
PORTFOLIO: brendaaguirre.com
LINKEDIN: linkedin.com/brendaaquirre