Brand identity · Sub-brand system · Packaging design La Paz, Baja California Sur, Mexico · 2020

A brand identity built to last — and proven to perform in one of Mexico's most competitive retail environments: Pets Food

Active Retail Locations Including Walmart BCS stores across the region

Identity still in active use — no redesign needed

Dog, cat, and rooster lines, each with distinct visual identity

BioSedes was already an established name in animal nutrition across Baja California Sur — but its image wasn't keeping pace with its ambitions. The brand's visual identity failed to communicate what made it genuinely special: it was a high-quality, locally rooted producer with deep ties to the region, competing shoulder-to-shoulder against national brands with far larger budgets.

The brief was clear but demanding. The new identity needed to convey origin, quality, and authenticity — without abandoning the brand recognition the company had already earned. It had to feel proud and regional, yet polished and shelf-ready enough to hold its own next to Mexico's biggest pet food brands inside a Walmart.

A comprehensive brand strategy and design system built from research, regional culture, and retail realities.

The identity didn't simply reference the region — it was built from it. The landscape, the colors of the desert meeting the sea, and the ancient artistic traditions of La Paz all informed every design decision, from typography to illustration style.

This approach gave BioSedes something national competitors could never replicate: an identity that is genuinely from here. It became the brand's single strongest differentiator.