Chingonas Collective

Nikolai

6. August 2026

Red lipstick and hoop earrings

Sofia Llaguno created the collective’s logo using letters from the Apfel Grotezk (uppercase, published by Collletttivo) and Gallique (“CC,” Type Department) typefaces.

The Chingonas Collective is a community of Latin American women entrepreneurs based in California’s Bay Area. Their name says it all, “Chingona” is a Mexican-Spanish term for a woman who doesn’t take any nonsense and goes her own way. The members within the collective network, share expertise and contacts, and celebrate successes together.

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hat began as a local initiative in Oakland has evolved into a transregional community that provides a platform for Latinas in one of the world’s most dynamic economic regions. To really bring cohesion to any collective, a clear and compelling visual identity that makes their energy visible is vital. The Chingonas’ visual identity revolves around their collective strength. It captures the presence and energy of its members, blending boldness with warmth and openness. This is evident across every medium: in the logo, in printed materials, on posters, and, of course, on social media, where the Chingonas reach their widest audience. But an enormously expressive visual language also unfolds on canvas bags, T-shirts, and other merchandise: unmistakable, feminist, festive.

The “brand values” of the Oakland-based collective of female entrepreneurs: friend, fearless, proud, warrior, confident, straightforward – Chingona.

A distinctive look thanks to color and typeface. Advertising for Chingonas Collective events, as shared online and on social media.

The person responsible for the visual identity is Sofia Llaguno, a Mexican designer based in San Francisco. Her goal was to develop an identity that isn’t imposed on the collective but rather emerges from the values, attitude, and energy of the women who embody it. The color palette reflects this passion through an interplay of deep and vibrant reds, balanced with warm neutrals. As the brand typeface, Llaguno chose Nikolai Condensed, a display typeface whose angular, striking forms embody exactly what the collective radiates: strength without harshness, boldness without fanfare.

Nikolai is a modern serif with distinctive architecture and typographic impact. Designed by Franziska Weitgruber, it evolved from a Renaissance model into an emancipated, contemporary family with strong contrast and angular forms that have outgrown any historical template.

The three building blocks of Chingona’s visual identity: wine red, fiery orange, and the Nikolai typeface

“Unlawfully full of ambition” — that’s how you could translate the motto on the Chingonas Collective’s T-shirt—set in Nikolai.

Chingonas Collective uses the Condensed Light style: slim, upright, and with the sharpness the collective aims to project. As a corporate font, Nikolai delivers exactly the impact it was made for: confident in appearance and unmistakable across every channel. Sofia Llaguno describes Nikolai’s strength as follows:

Through its clean, striking forms, Nikolai infuses Chingonas Collective’s visual communication with a sense of determination and ambition.

Sofia Llaguno

According to Llaguno, the brand exudes an atmosphere reminiscent of “red lipstick and hoop earrings”, self-assured, uncompromising, and festive.

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