The identity and packaging for gastronomic hotspot Puebla 109 , designed by Savvy Studio, was developed around several symbols which draw inspiration from the classic age of Mexican philately. Each symbol works independently but at the same time shares an equal hierarchy when used together with the rest of the symbols that make up the graphic system. Unlike a more traditional approach to branding, there is no one symbol that bears the weight of the entire brand’s identity.
The applications are constructed upon basic or more industrial materials. They are contrasted with bold colours and classic typefaces that have a strong national character, together with a few other graphic elements which resemble those used by the postal service in the past, therefore alluding to the journey that an object undertakes before reaching its final destination.