La Mesa
Blending tradition and modernity through design
Blending tradition and modernity through design
Services
Marketing Materials
Packaging
Client
La Mesa
Art Director
Roma Norte, CDMX
Year
2025
Photographer
Images by Unsplash
Info
La Mesa approached me to design a modern twist on traditional Mexican culinary branding. I developed a playful yet elegant identity system, combining bold colors, handmade typography, and mural designs that celebrate the spirit of CDMX.
Overview
Overview
Visual Approach:
Visual Approach:
The client required soft organic gradients, handcrafted textures, and dissolving forms to express how systems are interconnected rather than separate.
Built in vector, each composition also functions as a modular system, allowing elements to be reused throughout the report.
Working within HBL’s palette of greens, corals, and deep blues, the colors are softened to create a more human and atmospheric tone.
The client required soft organic gradients, handcrafted textures, and dissolving forms to express how systems are interconnected rather than separate.
Built in vector, each composition also functions as a modular system, allowing elements to be reused throughout the report.
Working within HBL’s palette of greens, corals, and deep blues, the colors are softened to create a more human and atmospheric tone.
sections:
sections:
1. Organization
An ecosystem of collaboration connecting governance, microfinance, agriculture, and infrastructure.
2. Economy
Centered on women’s financial inclusion, showing how access to banking creates ripple effects across communities.
3. Environment
Built around the metaphor of listening to nature; combining renewable energy, sustainable agriculture, and policy shifts.
4. Society
Focused on care within infrastructure: from inclusive banking and healthcare to culture and community wellbeing.
1. Organization
An ecosystem of collaboration connecting governance, microfinance, agriculture, and infrastructure.
2. Economy
Centered on women’s financial inclusion, showing how access to banking creates ripple effects across communities.
3. Environment
Built around the metaphor of listening to nature; combining renewable energy, sustainable agriculture, and policy shifts.
4. Society
Focused on care within infrastructure: from inclusive banking and healthcare to culture and community wellbeing.
Process:
Process:
The illustrations were developed through an iterative process of research, visual testing, and compositional refinement.
We began by studying the report to understand how its programs and narratives could be translated into visual form, followed by rough sketches to explore how multiple stories could coexist within a single frame.
These were then developed into vector compositions, allowing flexibility in adjusting scale, hierarchy, and balance.
Through feedback from the AD, the focus was on maintaining clarity within complexity, ensuring each element remained legible while contributing to the visual metaphor.
The final illustrations were refined through color, gradients, and texture, and prepared both as complete landscapes and modular elements reused throughout the report.
The illustrations were developed through an iterative process of research, visual testing, and compositional refinement.
We began by studying the report to understand how its programs and narratives could be translated into visual form, followed by rough sketches to explore how multiple stories could coexist within a single frame.
These were then developed into vector compositions, allowing flexibility in adjusting scale, hierarchy, and balance.
Through feedback from the AD, the focus was on maintaining clarity within complexity, ensuring each element remained legible while contributing to the visual metaphor.
The final illustrations were refined through color, gradients, and texture, and prepared both as complete landscapes and modular elements reused throughout the report.
Reflection:
Reflection:
This project translates complex institutional frameworks into visual landscapes where policies, people, and environments coexist.
Through illustrations by Pakkhee Studios, sustainability at Habib Bank becomes not just data, but interconnected stories shaping everyday life.
This project translates complex institutional frameworks into visual landscapes where policies, people, and environments coexist.
Through illustrations by Pakkhee Studios, sustainability at Habib Bank becomes not just data, but interconnected stories shaping everyday life.
