Located in the heart of San Pedro Garza Garcia, Mexico, Parametro created Newman's from scratch. A restaurant-bar where whisky is the project's leading character. The task was to develop a brand where the whisky’s tradition and expensive taste is reflected. The brand starts with a series of three main logotypes, coupled with a strong identity with condensed serif typefaces, and a range of colors that include olive green and red accents. Parametro included items such as black and white pictures in the stationary to emphazise the tradition and modernity of masculinity.