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Fuse Constructions
Brand

ABOUT THE PROJECT

THE CONCEPT

Fuse Construction is a residential and industrial construction company focused on the development of high end projects as well as the investment and execution of real estate. Backed up by years of experience in the construction field, Fuse takes pride in its reliability and efficiency through precision planning, commitment and expertise. Fuse Construction’s calculated and methodic practice is further enhanced through a personalized service and treatment. Our branding program for Fuse, enfolds a solid, and reliable brand with a vibrant, fresh and personal attitude. The use of architectural and construction plan illustrations as patterns are indicative of the company’s practice while also being allusive to their meticulous planning and attention to detail. A dark blue color conveys the brand’s serious and professional aspect while the human and visionary side of the firm is depicted through a vibrant orange. The contrasting thickness in the typographic logo serve the same purpose portraying reliability and service. The end product is a solid, modern and technical brand with a prospective feel.

ABOUT THE PROJECT

THE CONCEPT

Fuse Construction is a residential and industrial construction company focused on the development of high end projects as well as the investment and execution of real estate. Backed up by years of experience in the construction field, Fuse takes pride in its reliability and efficiency through precision planning, commitment and expertise. Fuse Construction’s calculated and methodic practice is further enhanced through a personalized service and treatment. Our branding program for Fuse, enfolds a solid, and reliable brand with a vibrant, fresh and personal attitude. The use of architectural and construction plan illustrations as patterns are indicative of the company’s practice while also being allusive to their meticulous planning and attention to detail. A dark blue color conveys the brand’s serious and professional aspect while the human and visionary side of the firm is depicted through a vibrant orange. The contrasting thickness in the typographic logo serve the same purpose portraying reliability and service. The end product is a solid, modern and technical brand with a prospective feel.

Scales
Product

ABOUT THE PROJECT

THE CONCEPT

SCALES - We created a series of signature tiles, for Opticreto’s concrete tile division Murum. Conceived as a collection that mixes our findings and advances in concrete experimentation with our own visual language, this series of three distinct tiles generate a singular pattern for interior and exterior applications: Stealth, Dunes and Pulse. Inspired primarily by 2D geomtric patterns Scales’ development challenge centered in generating visually striking yet aesthetically pleasing surfaces in three dimensions. We aimed to create interesting and pronounced sculptural volumes that would project a more textured look, resulting in deeper contrasts when reacting to lighting in different environments.

ABOUT THE PROJECT

THE CONCEPT

SCALES - We created a series of signature tiles, for Opticreto’s concrete tile division Murum. Conceived as a collection that mixes our findings and advances in concrete experimentation with our own visual language, this series of three distinct tiles generate a singular pattern for interior and exterior applications: Stealth, Dunes and Pulse. Inspired primarily by 2D geomtric patterns Scales’ development challenge centered in generating visually striking yet aesthetically pleasing surfaces in three dimensions. We aimed to create interesting and pronounced sculptural volumes that would project a more textured look, resulting in deeper contrasts when reacting to lighting in different environments.

Spartan Camaro
Product + Automotive

ABOUT THE PROJECT

THE CONCEPT

SPARTAN CAMARO - A few years back we started a collaboration with local car builder SRMOTORS to design and create unique automobiles of outstanding performance, looks and a more profoundly integrated experience. More than just modifying and restoring old classics, we approached and reinterpreted existing vehicles into modern classics, applying our own design perspective and passion for cars. To respect and honor the source vehicle, we created a hybrid concept of form and function merging unique elements of a distinct classic with modern technology and aesthetics. The Spartan Camaro is our first endeavor based on Chevrolet’s second generation Camaro. More specifically a homage to the 76’ Camaro, the Spartan is our re-interpretation of the 70’s muscle contender. Following GM’s description for the Camaro as a “Vicious animal that eats Mustangs”, we created what we believe is a more emotional and aggressive design, yet elegant and refined, furthering the second gen’s original traits. With black gloss, matte and carbon fiber finishes the Spartan is portrayed as an antagonist with a darker and more mysterious vibe. Integrating the Camaro’s fifth generation technology, the Spartan seats on a custom designed chasis with a body widened by 4 inches to improve its stance. A completely redesigned front and rear as well as interior and exterior components are among some the many elements tha have been redesigned.

ABOUT THE PROJECT

THE CONCEPT

SPARTAN CAMARO - A few years back we started a collaboration with local car builder SRMOTORS to design and create unique automobiles of outstanding performance, looks and a more profoundly integrated experience. More than just modifying and restoring old classics, we approached and reinterpreted existing vehicles into modern classics, applying our own design perspective and passion for cars. To respect and honor the source vehicle, we created a hybrid concept of form and function merging unique elements of a distinct classic with modern technology and aesthetics. The Spartan Camaro is our first endeavor based on Chevrolet’s second generation Camaro. More specifically a homage to the 76’ Camaro, the Spartan is our re-interpretation of the 70’s muscle contender. Following GM’s description for the Camaro as a “Vicious animal that eats Mustangs”, we created what we believe is a more emotional and aggressive design, yet elegant and refined, furthering the second gen’s original traits. With black gloss, matte and carbon fiber finishes the Spartan is portrayed as an antagonist with a darker and more mysterious vibe. Integrating the Camaro’s fifth generation technology, the Spartan seats on a custom designed chasis with a body widened by 4 inches to improve its stance. A completely redesigned front and rear as well as interior and exterior components are among some the many elements tha have been redesigned.

BAJAMAR
Brand

ABOUT THE PROJECT

THE CONCEPT

Bajamar - Locally brewed in Ecuador’s port city of Guayaquil, Bajamar is Master brewer Diego Reyes’ latest blend. A brand that seeks to shorten the gap between artisanal and mainstream mass produced beers by combining the best of both worlds to further sensitize consumers of craft beer’s unique characteristics. Appealing to Guayaquil’s volume based beer consumption, the brand is launched with two popular beer styles, American Pale Ale and Lager. Bajamar’s brand language and name reference its hometown’s location, identity and port culture. With a colorful, marine and sunny natural landscape, Guayaquil’s industrial and modern ports provide a singular visual contrast. A combination that perfectly serves Bajamar’s merger of modern and artisanal aspects, hence the brand's bright palette and modern typeface. The custom typographic logo intervened with a coastal motif takes from bold signage found in containers and ships. The craft aspect of the brand is portrayed through Diego’s seal and signature in the form of a crown in reference to Diego’s mastery in brewing and surname.

ABOUT THE PROJECT

THE CONCEPT

Bajamar - Locally brewed in Ecuador’s port city of Guayaquil, Bajamar is Master brewer Diego Reyes’ latest blend. A brand that seeks to shorten the gap between artisanal and mainstream mass produced beers by combining the best of both worlds to further sensitize consumers of craft beer’s unique characteristics. Appealing to Guayaquil’s volume based beer consumption, the brand is launched with two popular beer styles, American Pale Ale and Lager. Bajamar’s brand language and name reference its hometown’s location, identity and port culture. With a colorful, marine and sunny natural landscape, Guayaquil’s industrial and modern ports provide a singular visual contrast. A combination that perfectly serves Bajamar’s merger of modern and artisanal aspects, hence the brand's bright palette and modern typeface. The custom typographic logo intervened with a coastal motif takes from bold signage found in containers and ships. The craft aspect of the brand is portrayed through Diego’s seal and signature in the form of a crown in reference to Diego’s mastery in brewing and surname.

Gran Cruz
Brand

ABOUT THE PROJECT

THE CONCEPT

Gran Cruz is a premium chocolate Brand dedicated to the pursue of perfection, through artistry and dedication. From the devoted growth and meticulous selection of Mexico´s best cacao, Gran Cruz’ final product is a symbol of Mesoamerica´s powerful tradition and richness. The chocolate itself, seen as a “food of the gods” in Aztec culture and the result of great work and effort, is portrayed as a valued award. With this in mind we opted to create a visual language that alludes to Latin America´s colonial era´s craftsmanship and military recognitions in the form of a “Cruz” or medal, hence the name Gran Cruz. The detailed patterns and holograms in both branding and packaging aim to communicate the product´s authenticity and level of attention to detail, effort and demanding selection process. The mixture of serif, sans serif and handwritten texts highlight the brands human aspect and artistry. A modern and vibrant color palette is contrasted against sober and monochromatic tags as a reference to Mesoamerica´s colorful culture juxtaposed with colonial era´s industrial European influence.

ABOUT THE PROJECT

THE CONCEPT

Gran Cruz is a premium chocolate Brand dedicated to the pursue of perfection, through artistry and dedication. From the devoted growth and meticulous selection of Mexico´s best cacao, Gran Cruz’ final product is a symbol of Mesoamerica´s powerful tradition and richness. The chocolate itself, seen as a “food of the gods” in Aztec culture and the result of great work and effort, is portrayed as a valued award. With this in mind we opted to create a visual language that alludes to Latin America´s colonial era´s craftsmanship and military recognitions in the form of a “Cruz” or medal, hence the name Gran Cruz. The detailed patterns and holograms in both branding and packaging aim to communicate the product´s authenticity and level of attention to detail, effort and demanding selection process. The mixture of serif, sans serif and handwritten texts highlight the brands human aspect and artistry. A modern and vibrant color palette is contrasted against sober and monochromatic tags as a reference to Mesoamerica´s colorful culture juxtaposed with colonial era´s industrial European influence.

BUTACA LEGADO
Brand + Product + Furniture

ABOUT THE PROJECT

THE CONCEPT

The demolition of Tec de Monterrey´s iconic stadium gives origin to a project that seeks to re-use or repurpose its seats through a program that would enable fans to not only acquire a seat but also provide funds for the Lideres del Mañana Foundation delivering scholarships for students with limited resources. Home to the university´s Borregos sports teams and the city´s Rayados Football Club, the Estadio Tecnologico became a temple and sanctuary for many of Monterrey´s sports fans. This project is a tribute to that venue, its fans, teams and their historic moments. We created 2 variations under a single concept, to provide fans with a piece of the historic venue itself, not only in terms of an original seat but an object that would homage every aspect of the property with its design, materials and details. Each variation follows this idea, yet each focused on creating a different experience. With a concrete base and engraving, the Legacy chair, is an object that we believe transcends for its aesthetic and highly emotional value. Much like an art piece or collector’s item, every aspect of its design is a homage to the historic stadium while also enabling fans to continue using their preferred seat. On the other hand, playing a more functional and familiar approach, our Classic design is centered in its relationship with the user and game watching experience. Simple yet functional details like an integrated bottle opener enhance sharing moments with family and friends while a lighter design and appearance reinforce its practical focus.

ABOUT THE PROJECT

THE CONCEPT

The demolition of Tec de Monterrey´s iconic stadium gives origin to a project that seeks to re-use or repurpose its seats through a program that would enable fans to not only acquire a seat but also provide funds for the Lideres del Mañana Foundation delivering scholarships for students with limited resources. Home to the university´s Borregos sports teams and the city´s Rayados Football Club, the Estadio Tecnologico became a temple and sanctuary for many of Monterrey´s sports fans. This project is a tribute to that venue, its fans, teams and their historic moments. We created 2 variations under a single concept, to provide fans with a piece of the historic venue itself, not only in terms of an original seat but an object that would homage every aspect of the property with its design, materials and details. Each variation follows this idea, yet each focused on creating a different experience. With a concrete base and engraving, the Legacy chair, is an object that we believe transcends for its aesthetic and highly emotional value. Much like an art piece or collector’s item, every aspect of its design is a homage to the historic stadium while also enabling fans to continue using their preferred seat. On the other hand, playing a more functional and familiar approach, our Classic design is centered in its relationship with the user and game watching experience. Simple yet functional details like an integrated bottle opener enhance sharing moments with family and friends while a lighter design and appearance reinforce its practical focus.

Surfing the Sky
Brand

ABOUT THE PROJECT

THE CONCEPT

Surfing the sky - is an innovative consulting firm specialized in communication strategies and creators of the highly successful ¨Surfing the sky¨ methodology for long term data retention. A clean and modern graphic identity was developed as part of a wider brand update that includes a refreshed version of the brands iconic logo bearing the firms name and ¨surfer¨. A bold combination of white and blue colors with red accents convey the brand´s relaxed, fresh and forward thinking attitude, while a secondary serif type and ordered layout nod to the deeply scientific and calculated analysis behind the firm´s consulting approach. The brand experience is further enhanced with every project´s delivery in the form of a solutions kit incorporating the customer’s company analysis, results and data. This data is embedded within the kit in the form of a USB pill, alluding to Surf in the sky´s scientific background and role as a healer or purveyor of results.

ABOUT THE PROJECT

THE CONCEPT

Surfing the sky - is an innovative consulting firm specialized in communication strategies and creators of the highly successful ¨Surfing the sky¨ methodology for long term data retention. A clean and modern graphic identity was developed as part of a wider brand update that includes a refreshed version of the brands iconic logo bearing the firms name and ¨surfer¨. A bold combination of white and blue colors with red accents convey the brand´s relaxed, fresh and forward thinking attitude, while a secondary serif type and ordered layout nod to the deeply scientific and calculated analysis behind the firm´s consulting approach. The brand experience is further enhanced with every project´s delivery in the form of a solutions kit incorporating the customer’s company analysis, results and data. This data is embedded within the kit in the form of a USB pill, alluding to Surf in the sky´s scientific background and role as a healer or purveyor of results.

Flamboyant
Brand

ABOUT THE PROJECT

THE CONCEPT

Soda: Word used in Costa Rica to refer to an establishment, similar to a small restaurant providing food and beverages. Flamboyant is a newly established soda in the Heredia district in San Jose, Costa Rica. Founded with the premise of providing a contemporary take on the typical costa rican soda experience, Flamboyant blends the traditional soda’s warmth, familiarity and culinary richness of central american cuisine with practicality, healthy on the go offerings and café services to provide a healing place for the region’s commuters. Our graphic proposal is based off Flamboyant’s primary conceptual branches to create a modern take on a very human, very familiar and colorful costa rican soda. The main logotype is centered on characteristic soda lettering and signage upholding the regions tradition and heritage. A sober and clean visual language highlights the brands modern aspect, simplicity and practicality while a relatively wide color palette provides an upbeat atmosphere that alludes to the area's rich culture, rainforests, local familiarity and brand flexibility. Branding is accompanied by a simple yet versatile sticker system to accommodate any type of packaging format for “to-go” products and meals. The main icon is a stylized orchid, inspired by Costa Rica’s national flower and used as an additional seal, a subtle nod to the “café” aspect of the brand.

ABOUT THE PROJECT

THE CONCEPT

Soda: Word used in Costa Rica to refer to an establishment, similar to a small restaurant providing food and beverages. Flamboyant is a newly established soda in the Heredia district in San Jose, Costa Rica. Founded with the premise of providing a contemporary take on the typical costa rican soda experience, Flamboyant blends the traditional soda’s warmth, familiarity and culinary richness of central american cuisine with practicality, healthy on the go offerings and café services to provide a healing place for the region’s commuters. Our graphic proposal is based off Flamboyant’s primary conceptual branches to create a modern take on a very human, very familiar and colorful costa rican soda. The main logotype is centered on characteristic soda lettering and signage upholding the regions tradition and heritage. A sober and clean visual language highlights the brands modern aspect, simplicity and practicality while a relatively wide color palette provides an upbeat atmosphere that alludes to the area's rich culture, rainforests, local familiarity and brand flexibility. Branding is accompanied by a simple yet versatile sticker system to accommodate any type of packaging format for “to-go” products and meals. The main icon is a stylized orchid, inspired by Costa Rica’s national flower and used as an additional seal, a subtle nod to the “café” aspect of the brand.

U34
Product

ABOUT THE PROJECT

THE CONCEPT

U34 - The u34 lamp is our third design developed under our modern lighting concept, this time exploring the spherical volume of an icosahedral structure. The repetition of equilateral triangles of identical dimensions enables an easier production and assembly. As with the rest of our U lamps, the U34´s materials and looks take heavily from urban architecture, in this case a more pronounced nod towards industrial metallic structures. Doubling both as a pendant and table top lamp, the u34´s geometry allows for a simple yet versatile design.

ABOUT THE PROJECT

THE CONCEPT

U34 - The u34 lamp is our third design developed under our modern lighting concept, this time exploring the spherical volume of an icosahedral structure. The repetition of equilateral triangles of identical dimensions enables an easier production and assembly. As with the rest of our U lamps, the U34´s materials and looks take heavily from urban architecture, in this case a more pronounced nod towards industrial metallic structures. Doubling both as a pendant and table top lamp, the u34´s geometry allows for a simple yet versatile design.

UNDER THE BELIEF THAT "DESIGN CAN CHANGE THE WORLD" SHIFT SEEKS TO CREATE INNOVATIVE AND DEEPLY CONCEPTUAL SOLUTIONS THAT INTEGRATE DESIGN IN ALL ASPECTS OF LIFE.

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Ricardo Covarrubias 3241-A Estadio 64830 Monterrey, Nuevo León, México