The name Aúna (to bring together) sets the tone: connection is the core ingredient. From there, we developed a brand identity rooted in that idea of coming together—people, flavors, and stories—translating it into a warm, open visual language. At its heart is a handwritten logotype, created to feel personal and expressive, like something passed from hand to hand. This human gesture is echoed through hand-drawn text elements and tactile graphic details.

The color palette is drawn from the landscape of the Mexican kitchen: clay, chile, toasted maize, and sun-warmed neutrals. Textures and linework reference paths, rituals, and the quiet rhythm of gathering. The result is an identity that feels grounded, generous, and lasting—just like Aúna itself: a place to meet, celebrate, and belong.