Tetelco Rural House
- Client: Jurado-Valdes family
- Role: Brand designer
- Contributions: Brand identity · Rebranding · Art direction
Naming · Logotype design · Production management
Product photography - Tlahuac, Mexico City
- 2021
Tetelco Rural House (Casa Rural Tetelco) is a family-owned livestock and farming business based in San Nicolás Tetelco, a traditional rural town in Tláhuac. It offers a wide variety of seeds, fertilizers, forage, and agricultural supplies for the local farming community.
With deep roots in the region’s agricultural heritage, the business plays an essential role in supporting small-scale farmers and livestock owners. Its identity is closely tied to the rhythms of rural life and the values of continuity, care, and resilience passed down through generations.
Brief
The project aimed to renew the visual identity of Tetelco Rural House while preserving a subtle connection to its original look. One key element of the existing brand was the use of maize, a symbol deeply tied to the business’s roots and its agricultural focus.
It was important to me that the new image reflect the evolving nature of the business, especially as younger generations take on more active roles. The brand needed to feel fresh without falling into generic rural stereotypes.
Approach
I began by analyzing the existing graphic elements, identifying what could be retained and what was holding the brand back. My goal was to create a renewed identity that felt grounded in tradition but aligned with a more contemporary sensibility.
One of the key considerations was how to reinterpret maize, a central element in the original identity. I chose to integrate it into a new symbol—a rooster holding the maize in a respectful and protective gesture. This not only honored its cultural and agricultural importance but also introduced a subtle yet powerful emblem of care, strength, and continuity. After receiving feedback from one of the owners, I also moved away from a romanticized, bucolic view of farming and focused instead on clarity, relevance, and versatility.
Outcome
The result is a distinctive visual identity that presents a modern perspective on rural enterprise. The new voice speaks to innovation while respecting the business's roots, appealing both to loyal customers and a younger generation of farmers.
Its bold and adaptable design ensures high visibility across challenging applications—from simple, one-ink prints to rough packaging materials—giving the brand consistency and presence in every context.
