The Siete Machos typeface, designed by Mexican typographer Gabriel Martínez Meave, arose as part of an identity project for the well-known brand of the same name, declared by the IMPI as a famous trademark in Mexico. Throughout its history, Siete Machos has shown a wide variety of graphic and typographic styles in its products -lotions, soaps, perfumes and talcum powder-, which motivated the creation of a font that would visually unify this legacy.