Tradition and authenticity, for an atole with Mexican roots.

Brand Identity, Visual System and Packaging

For Molino San Pablo, a regional producer of Mexican moles, the brand name, identity, visual system, and packaging were developed for a new line of atole beverage mixes. The goal was to preserve elements of Mexican culture, creating a structured and recognizable design.

The brand name, “Molitlán”, combines “Molino” (Spanish) and ”-tlán” (Nahuatl, meaning “place of mills”), reinforcing its authenticity. A friendly and traditional identity was designed, accompanied by a slogan highlighting the essence of Mexican cuisine.

The color palette, inspired by earth and clay, connects with ancestral gastronomy and emphasizes the natural quality of the ingredients. This served as the foundation for a unique visual system, integrating adaptable iconography for communication materials and packaging at the point of sale.

Key Packaging Elements

The design incorporates five essential elements:
1. A highly visible and recognizable brand.
2. Graphic elements inspired by Mexican cuisine.
3. Clear descriptors for flavor and product characteristics.
4. Illustrations highlighting the atole’s flavor and ingredients.
5. A certification seal ensuring an ancestral recipe.

These elements ensure consistency and scalability across different formats and flavors.

The brand and packaging evoke family traditions and authentic Mexican atole, supported by a commitment to traditional corn and original recipes.