TAMALES SANTANA

TAMALES SANTANA

Brand Identity • Packaging Design • Marketing Srategy

Brand Identity • Packaging Design • Marketing Srategy

PROJECT OVERVIEW

Tamales Santana is a freelance branding project aimed at revitalizing a traditional Mexican food business through a modern and culturally rooted visual identity.


Targeted at younger consumers, families, and tourists, the project combines minimalist aesthetics with strategic colour use to enhance brand recall and emotional connection.

BRAND IDENTITY

Tamales Santana brand identity reinterprets a traditional Mexican food product through a modern and culturally rooted visual language. The goal was to preserve the warmth and authenticity of homemade tamales while presenting the brand in a fresh and contemporary way.


The visual system combines minimalist line illustrations with a vibrant color palette inspired by Mexican culture. Together with a clean typographic system using Circe Extra Bold and SF Pro, the identity creates a cohesive brand designed to work across packaging, digital platforms, and delivery services.

Logotype

Primary Logo

Brandmark

Color Palette

ROSA MEXICANO

Código #e66db9

MORADO

Código ##534661

BLANCO

Código #f7f7f2

NEGRO

Código #000000

Typography

Aa

Circe Extra Bold


Used for headings and brand communication. Its geometric structure gives the brand a modern and bold personality while maintaining strong readability.

Aa

SF Pro


Used for body text and digital interfaces, providing clarity and legibility across web and mobile platforms.

DESIGN APPLICATIONS

DESIGN APPLICATIONS

The brand identity was applied to packaging and product presentation to create a recognizable and modern visual experience across physical and digital touchpoints.