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    Molino de Enmedio

    Puebla, México

    Auténtica,

    Crafts form Queretaro

    Auténtica Artesanía de Querétaro Artesanías
    Auténtica Artesanía de Querétaro Productos

    Queretaro,

    Auténtica Artesanía de Querétaro Papelería Hoja Membretada y Fólder

    Mexico

    The project

    The goal of the project was to create a comprehensive brand that will become the hallmark of all crafts created in the state of Queretaro, coupled with a series of visual communication elements and printed publications that reflected the government’s program results, which included 300 artisans from six branches in eleven different municipalities.

    2017

    Auténtica Artesanía de Querétaro Papelería
    Auténtica Artesanía de Querétaro Etiquetas
    Auténtica Artesanía de Querétaro Bolsa

    The challenge

    The main challenge, given the scope of the project and the ethnic diversity of the state of Queretaro, 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. 

    The products

    Auténtica Artesanía de Querétaro Productos
    Auténtica Artesanía de Querétaro Productos

    The development

    In Abracadabra, we made several visits to these communities, analyzed already existing similar national brands and defined the guidelines of the new identity elements for all communication elements, governmental structures and commercial 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.

    Auténtica Artesanía de Querétaro Postales
    Auténtica Artesanía de Querétaro Tarjeta de Presentación
    Auténtica Artesanía de Querétaro Bolsa de Papel Kraft

    The elements

    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 official documents, institutional presentations, video presentations and the official catalogue, just to name a few. This new brand now represents Queretaro’s crafts all around the Mexican Republic.

    Auténtica Artesanía de Querétaro Catálogo Portada
    Auténtica Artesanía de Querétaro Catálogo
    Auténtica Artesanía de Querétaro Catálogo

    We are,

    Auténtica Artesanía de Querétaro Catálogo

    Queretaro

    Auténtica Artesanía de Querétaro Catlálogo

    Jean de la Fontaine

    By the work


    one knows the workman.

    Photographic credits: Ángel Flores / Grupo Etniko
    Auténtica Artesanía de Querétaro Artesanías