Inkmortalized Languages Victoria

Each time a language dies, an entire culture dies with it

In Mexico, more than 400 native languages have already vanished. Today, there are only 68 left, of which 23 are endangered. When one of these languages disappears, its words, rituals, celebrations, and, most importantly, a unique way of seeing and experiencing the world are lost forever.

How can Cerveza Victoria, the Mexican beer known for revaluing Mexico's cultural roots, contribute to preserving native languages for future generations?

“What does your tattoo mean?”

Yes, we've all been asked this question at some point. Or we've even asked someone else. Is it a phrase in Latin? An ancient drawing? What does it mean?

According to a study, a tattooed person can receive the same question 4,732 times throughout their life: "What does your tattoo mean?" Especially in a country where a third of the population has tattoos on their body. (Source: Universidad Nacional Autónoma de México).

Apapacho: Softening someone in distress with their hands.

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Ajcahuetzcato: The loud laughter of women.

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Icniuhtli: Means both brother or friend with no distinction.

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Apapacho: Softening someone in distress with their hands. 〰️ Ajcahuetzcato: The loud laughter of women. 〰️ Icniuhtli: Means both brother or friend with no distinction. 〰️

If they don’t feel it, they’ll forget it

We wanted young people to care about native languages, but not from a place of guilt or pity. We wanted them to be genuinely interested. In fact, it’s the only way it will stick over time. So, instead of going with historical or boring informational content, we looked for something that would truly connect with the newer generations.

Legacy is carried on the skin

We created and designed, in partnership with the best tattoo artists in the country and the National Institute of Indigenous Languages, a catalog of special tattoos: each one featuring a word in Nahuatl, one of Mexico's native languages. Some of these words have no direct translation to any other language.

These catalogs were free in the best tattoo studios in Mexico City and at the Cerveza Victoria stand at the Texcoco Fair, a local music and culture festival attended by 1.1 million people.