“There is no love without a good tradition” concept to develop the AMMA brand its innumerable recipes in a cozy atmosphere, the objective was to help them highlight the most important values, that is, to transmit that feeling of home when eating them, a creation with passion, love and dedication. Then we create a series of illustrations and phrases that highlight the essence of the brand and be applied in the packaging, resulting in a fresh visual identity through animated fonts and brand illustrations, the main thing is the quality of the supplies, the homemade recipes and the traditional preparation of the desserts.

We wanted to pay homage to the origin of home cooking but with a modern concept and to be able to adapt to the market, with a young and adult target audience, we use a typeface that has character to be able to use it in various formats and adapt it for its visibility, the color that we chose was blue to give that concept of modernity, freshness and dynamism to the brand and also to differentiate ourselves from the competition of other brands the brand strategy. The tasks we had were to highlight its essence from the proposed and modified typeface to the packaging, we decided to generate a typeface with waves in the shape of love, the name we created from that feeling when preparing the recipes with love is where AMMA is born, it comes from the word love in Spanish, the deliverables were packaging, something clean and easy to acquire was proposed, the lines represent the home, where tablecloths abounded, the menu well structured to understand, we distributed it in three sections desserts, drinks and extras , followed by the linear illustrations to generate the freshness and modernity of the brand, the photographs are a food styling style on the desserts, the parchment paper has a series of icons that reflect the essence of the brand, highlighting its values.Finally the deliverables were letter, logo, social networks, stationery, tone of voice, visual communication, identity and branding.