KUUN
KUUN is a Brussels based shop that offers a unique selection of Mexican made contemporary design and art objects.
Scope:
Brand Strategy
Branding
Illustration
Challenge
KUUN’s founder Marianne Janssens, wanted to show Europe the side of Mexico that one hardly see’s abroad. Thought branding, she wished to communicate the unique experience that Mexico presents to those that live in the country for a while; distant from the clichéd mariachi and sombreros, and from the ‘lucha libre’ and Santa Muerte images that have been widely spread by mass media.
Concept
This graphic identity is inspired by the intersection between Mexico’s contemporary architecture and Mesoamerican references; specifically by the use of simple geometric shapes and how these interact with light and shadows.
Identity
The shadows that emerge from the logotype were generated taking into consideration the position of the sun during the summer and winter solstice at different times of the day; a light and shadow play that was used by the Mayan civilisation when building their pyramids.
Brand Behavior
Various elements complement the brand: A graphic inspired on the steps of the pyramids, an idea that was also used by Mexican architect Luis Barragán, and a series of illustrations that represent Mexican flora.
Photography:
Ric Acuña
