Querétaro, Mexico | 2017
The goal of the project was to create a comprehensive brand that will become the hallmark of all crafts created in the state of Querétaro, coupled with a series of visual communication elements and printed publications that reflect the government’s program that included 300 artisans from six craft branches in eleven different municipalities.
The main challenge, given the scopes of the project and the ethnic diversity of the state of Querétaro, was the integration of the concept of artisan’s empowerment and the cultural heritage enhancement inside a visual identity project. For this reason, an extensive research phase was conducted in cooperation with the team responsible for the program’s diagnosis. In Abracadabra, we made several visits to these communities, analyzed already existing similar national brands and defined the guidelines of the new identity elements in all applications. The artisans easily adopted the brand because of the strong concept: representing the powerful and unique stories behind every product, witnesses of the traditions and customs of the state.
An extensive range of applications was designed, like a welcome kit, promotional banners, shopping bags, product labels, sales areas, commercial stands, information design of several formats, institutional presentations, video presentations and the official catalogue, just to name a few. This new brand now represents Querétaro’s crafts all around the Mexican Republic.