Konto
Konto
Creative engineering for thoughtful brands.
Project Overview
This project explores the creation of a complete corporate identity for Konto, a Mexican food brand developed around a parent-brand architecture with three distinct product lines: seasonings, canned foods, and sauces. The concept is rooted in preserving the authenticity of traditional Mexican cuisine while presenting it through a contemporary visual language capable of connecting with modern consumers, particularly Mexican and Latino communities seeking familiar flavors abroad. Rather than positioning the brand solely around products, the project builds an emotional narrative centered on family, heritage, craftsmanship, and the cultural significance of sharing food.
The design process began with strategic research, including historical, cultural, theoretical, and market analysis to define the brand's positioning and competitive landscape. Existing food and condiment brands were examined to identify recurring visual conventions, opportunities for differentiation, and effective branding strategies. These findings informed the conceptual development, moodboards, semantic exploration, brand archetype, naming rationale, and the definition of an endorsed brand architecture that balances consistency across the portfolio while allowing each product line to establish its own identity. From there, the project progressed through sketching, digital exploration, logo refinement, geometric construction, color palette development, and the creation of cohesive visual systems for the parent brand and its sub-brands.
Duration
2 months
Industry
Brand Identity
Location
Mexico
Project Overview
This project explores the creation of a complete corporate identity for Konto, a Mexican food brand developed around a parent-brand architecture with three distinct product lines: seasonings, canned foods, and sauces. The concept is rooted in preserving the authenticity of traditional Mexican cuisine while presenting it through a contemporary visual language capable of connecting with modern consumers, particularly Mexican and Latino communities seeking familiar flavors abroad. Rather than positioning the brand solely around products, the project builds an emotional narrative centered on family, heritage, craftsmanship, and the cultural significance of sharing food.
The design process began with strategic research, including historical, cultural, theoretical, and market analysis to define the brand's positioning and competitive landscape. Existing food and condiment brands were examined to identify recurring visual conventions, opportunities for differentiation, and effective branding strategies. These findings informed the conceptual development, moodboards, semantic exploration, brand archetype, naming rationale, and the definition of an endorsed brand architecture that balances consistency across the portfolio while allowing each product line to establish its own identity. From there, the project progressed through sketching, digital exploration, logo refinement, geometric construction, color palette development, and the creation of cohesive visual systems for the parent brand and its sub-brands.
Duration
2 months
Industry
Brand Identity
Location
Mexico
Services
Brand Identity Brand Strategy Art Direction Creative Direction Graphic Design Packaging Design
Client
Konto
Graphic Design
The visual identity is built around the balance between Mexican tradition and contemporary simplicity. Warm, high-contrast colors inspired by spices, peppers, and handcrafted cuisine reinforce the brand's energetic personality while strengthening product visibility on retail shelves. Typography and iconography are selected to communicate authenticity without relying on overly ornamental elements, creating a recognizable identity that feels approachable, memorable, and adaptable across different packaging formats. The parent brand establishes a consistent foundation, while each sub-brand introduces distinctive visual characteristics that support product differentiation without fragmenting the overall brand ecosystem.
The visual identity is built around the balance between Mexican tradition and contemporary simplicity. Warm, high-contrast colors inspired by spices, peppers, and handcrafted cuisine reinforce the brand's energetic personality while strengthening product visibility on retail shelves. Typography and iconography are selected to communicate authenticity without relying on overly ornamental elements, creating a recognizable identity that feels approachable, memorable, and adaptable across different packaging formats. The parent brand establishes a consistent foundation, while each sub-brand introduces distinctive visual characteristics that support product differentiation without fragmenting the overall brand ecosystem.
A structured design system supports the entire product family through consistent logo construction, color palettes, compositional principles, and packaging layouts. Careful attention to visual hierarchy ensures that brand recognition remains the primary focal point while allowing product information to remain clear and accessible. Geometric refinement, digital iterations, positive and negative logo applications, and standardized brand assets contribute to a cohesive identity that functions effectively across labels, packaging, and promotional materials.
Collaborators
Donovan Canizales & Montserrat Gonzales
Date
Creative Direction
Competitive analysis played an important role in shaping the final visual direction. Rather than replicating established food brands, the research informed decisions about typography, color relationships, logo structure, and packaging presence, helping define a more contemporary identity while preserving the cultural familiarity expected within the category. As a result, graphic design becomes a strategic tool that enhances recognition, strengthens brand architecture, and communicates the values of tradition, quality, and authenticity throughout the entire product portfolio.
Competitive analysis played an important role in shaping the final visual direction. Rather than replicating established food brands, the research informed decisions about typography, color relationships, logo structure, and packaging presence, helping define a more contemporary identity while preserving the cultural familiarity expected within the category. As a result, graphic design becomes a strategic tool that enhances recognition, strengthens brand architecture, and communicates the values of tradition, quality, and authenticity throughout the entire product portfolio.
