Tommy Hilfiger Mexico

For Tommy Hilfiger’s 30th Anniversary in Mexico, I oversaw the brand identity development in collaboration with the design team.

Drawing inspiration from Talevera, a traditional and artistic tile technique rooted in Puebla, Mexico, the hand drawn identity harmonized the rich cultural heritage of the region with the iconic Tommy Hilfiger branding. The design celebrated the shared navy blue tones of both traditions, blending subtle elements of the Talevera technique with the Tommy Flag to create an authentic visual language. The result was a cohesive 30th-anniversary lockup and a complementary motif, reminiscent of Talevera’s intricate handwork, that could be used as ornamental and background elements.

This 360-degree approach allowed the identity to extend seamlessly across diverse mediums, including retail store window signage, architectural details, pins, keynote presentations, DJ booth branding, coasters, vinyl prints, invites, and archival materials. The project successfully fused cultural authenticity with the brand’s signature aesthetic, creating a timeless and versatile celebration of the milestone.