Musgo
Branding (Strategy, Concept, Tone of Voice, Copywriting, Visual Identity, Packaging, Signage, Art Direction). Digital Marketing (Strategy, Content, Graphic Assets).
Guadalajara, México | 2025
Musgo is a shop of everyday objects with character and soul, located in the Americana neighborhood in Guadalajara. The challenge was to build an identity that reflected the sensibility of the space: something natural, close, handcrafted, and intentional.
The concept was born from the name itself: moss evokes life, growth, permanence, and naturalness. From there, I developed a complete visual identity over 4 weeks — from initial research to final delivery — with over 15 pieces that translate that sensibility across every touchpoint: logotype, color palette, typography, graphic system, and both physical and digital applications.
The identity was applied in the physical store and across all communication materials: business cards, posters, boxes, labels, bags, and a system of social media and ad pieces for Instagram and Google. A flexible and unobtrusive system, designed to coexist with a diverse range of unique objects without losing coherence or presence.
