TxPx – Mauro Medina Susarrey

Role

Brand Strategy
Creative Direction
Identity Design

Challenge

TxPx is a brand by De Garo JaMat’ a company focused on the processing and marketing of fish, sea urchins, live lobster, etc., mainly to the export markets of the USA, Japan, Korea, Taiwan, and China. Jamat plans on creating a series of books, events, and multimedia presentations based on the sacrifice methods of Shinkei-Jime of fish. The task was to create a brand encompassing various mediums but with a strong, structured, and academic feel.

Brand DNA

The Voice of TxPx must be sensitive and structured to inspire an ambitious culture that seeks to be competitive and transcend the traditional and every day.

Structured

Build or arrange according to a plan; give a pattern or organization.

Anedotic

Communicate an abstract idea through the concrete details of a short narrative.

Sensitive

Chosen according to wisdom or prudence; likely to be of benefit.

Academic

From an academy or related to these institutions.

Design Process

The construction of the TxPx logo was composed of the two parts of the name Textures and Heavy. Using real and contextual references we seek to be able to tie the tangible into a simple, timeless, and modern concept. In the TxPx logo, you can also see the Letters T, P, and X.

This logo was inspired by patterns in nature as well as modern iconographic systems such as the MIT system designed by Michael Bierut. The logo was designed with the intention that it could be constructed and deconstructed by its most basic elements to create something new and dynamic without losing its concept.