Condesa is a 100% Mexican cosmetics brand focused on providing its customers with beauty products with natural and sustainable ingredients, all at an affordable price. The company had its beginnings just over 2 years ago, before the pandemic began. The herrera brothers were looking to renew their brand since the pandemic had forced them to change their scheme, now they sell in a much more modern channel on the web, so their brand needed a renewal that reflected the changes in their business.

We started the design process, the clients told us some keywords, some of these words were: elegance, modernity, cleanliness, professionalism, simple, etc. With these words and with the references that they sent us, we got to work, first we chose the salmon color since this is the color that the brand previously used. Afterwards, we look for references from some other cosmetic brands. We came to the conclusion of using the desert as the central image of the brand, there is no explanation about this, we simply decided it that way, we believe that not everything should have a methodological explanation, we simply use what looks good.

We started to lay out the designs we made, we liked the idea of ​​a black and white with a touch of a main color in this case salmon. The ads also had to follow this narrative of desert and purity, finding the salmon color in natural settings was a difficult task, however we implemented digital tools to be able to use these colors without it looking unreal or fake. Finally, the brand was presented to the clients, they commented on some changes, in general they liked it. The brand is planned to launch next year to have time to change all the branding.