This project focused on the Masaco visual identity, a concept for a food brand specializing in masa harina and coconut oil-based snacks. Offering a flavorful yet nourishing experience, Masaco’s products, like tortilla chips, combine authentic Mexican flavors with a modern, healthy twist.
The branding was inspired by the sun, sea, and coconuts, with design elements rooted in tribal Mayan culture. I developed a visual identity that blends tradition with modernity, using vibrant colors, bold typography, and packaging to reflect the brand’s commitment to authenticity, quality, and healthy living.
Discovery & Research
The discovery phase for Masaco focused on understanding the brand’s mission to deliver authentic, wholesome snacks with a modern twist. The mindmap highlights key concepts like tradition, health, and bold flavors, which guided the design process.
I created a moodboard colors and textures that reflect the brand’s vibrant yet grounded aesthetic. This research helped shape the visual identity, ensuring it felt both modern and rooted in tradition.
Brainstorming & Ideation
During the brainstorming phase, I explored a wide range of typography options for the Masaco name, experimenting with different styles to find the right balance of boldness and readability. The goal was to capture the brand’s vibrant yet authentic personality.
The logo progressed through several iterations, refining the design to combine modern simplicity with cultural roots. The color palette was selected to evoke warmth and natural vitality, aligning with the brand’s commitment to authenticity and quality.
Logo Design & Development
In this phase, I focused on creating the Masaco logo, starting with a custom typography-based design that embodies the brand’s bold yet authentic character. The logo mark was developed to complement the logotype, adding a symbolic element that strengthens the brand’s identity.
The type mark, with its clean and distinctive design, can be used independently for more minimalistic applications, such as on product packaging, labels, and promotional materials. It allows the brand to maintain visual recognition while keeping the design flexible across various formats. The secondary typeface was also chosen to pair seamlessly with both the logo and type mark, ensuring readability and consistency in different contexts.
Usage & Examples
This section highlights the Masaco logo in various applications. I developed a custom pattern inspired by tribal Mayan culture to add texture to the design. Logo variations ensure versatility across different contexts, while imagery usage reinforces the brand’s authenticity.
Packaging mockups and merchandising demonstrate how the visual identity translates seamlessly to physical products, maintaining consistency and impact across all brand touchpoints.
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