Created as part of my 2022 university coursework

The objective of this project was to modernize the iconic "De la Rosa" logo while preserving its cultural heritage and emotional connection with consumers.

ABOUT THE BRAND:

De la Rosa is a beloved Mexican brand known for its rich tradition and iconic sweets that have been a part of childhood memories for generations. Famous for products like the Mazapán de la Rosa, Pulparindo, and other classic confections, the brand has built a strong emotional connection with its audience through its unmistakable flavors and nostalgic appeal. Its signature red and yellow branding evokes warmth, joy, and familiarity, making it instantly recognizable in households across Mexico and beyond.

As a famous brand recognized in multiple countries, it was important to start with a mental map to organize the concepts and plan how I was going to redesign this logo.

In this project, I focused on simplifying the original logo's elements, ensuring a cleaner, more contemporary look while retaining the essence of the brand's beloved identity. The traditional rose was refined with minimalist lines, and the typography was modernized and introduced as a playful element to give the logo a fun, approachable feel across digital platforms, packaging, and promotional materials. I also explored a balanced color palette, maintaining the brand’s distinctive red and yellow hues to evoke a sense of familiarity and trust.

Key Changes:

  • The detailed, hand-drawn rose has been reimagined with clean, geometric lines, creating a modern and stylized representation. The new design enhances legibility and scalability across different platforms.

  • The red, yellow, and green hues remain true to the brand's heritage, but the new version integrates the colors more harmoniously, reducing visual clutter.

  • The classic serif font has been replaced with a custom, playful sans-serif typeface that feels more approachable and dynamic, aligning with the brand’s joyful and nostalgic essence.

  • The rose and text are now more integrated within the frame, creating a cohesive and structured visual identity that adapts better to digital and packaging applications.

FONT

  • Social media

  • Mazapán (Redesigned version)

  • Logo

  • Packaging boxes

  • Totebags

  • Logo