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CHULA by MANO

Branding

2022

Chula is a Chicago-based store founded by Mexicans, focused on curating, selecting, and offering artisanal pieces and socially conscious brands. It started operating in 2015 and decided to redesign its identity in 2022.

INTRO

Redesign

In this new phase, it was important to maintain the geometric essence of the previous brand, which drew inspiration from the geometric patterns of Mexican textile crafts and their vibrant colors. The change was driven by a modernization of the identity and improved adaptability to new mediums.

The first step was to analyze the original shapes and give them new sizes. In this sense, the grid was expanded with an additional column to make the letters bolder and easier to read. As you can see, the foundational elements used are almost the same: square shapes.

This new grid allows the remaining letters to fit into a similar structure, giving the brand more dynamism and modulation. By balancing the logo, new arrangements can be created without affecting readability or compromising the shapes.

Logotype

Chula has only two designs, one horizontal and the other rectangular, both complemented with the phrase "by MANO Gallery," reinforcing the idea of being powered by MANO Gallery, also in Chicago.

Main logotype and scales

Complementary logotype

Typography

The chosen typeface is Simplon, which despite being monospaced, has enough character and suitable forms to coexist and contrast with the main brand. It doesn't take away prominence but also doesn't blend in.

Main an Complementary typography

Color

Compared to the previous identity, the color palette was reduced, and the brand now uses only three colors. These colors are bright (without being obvious), modern, and vibrant, considering that most communication would be digital.

Collaterals

The collateral materials showcase the scope of the identity and how it can adapt to different mediums and formats.

For postcards, the black logo with a touch of color not only emphasizes element hierarchies but also becomes a central part of the material alongside photographs of the pieces.

Both for bags and Instagram stories, the language expands using clear color divisions and exaggerating buttons and elements to effectively communicate the message.

Design Credits:

Creative Direction & Design:
Eric León Hdez.

Other Credits:

Photography of the art pieces:
MANO Team & MACUCO