PUNTA COMETA - OAXACA

Brand Architecture for a Multi-Category Tourism & Hospitality Group

The Challenge

To create a cohesive brand system for a growing tourism and hospitality group based in Oaxaca, Mexico, bringing together a diverse portfolio of businesses under one recognizable identity.

The group spans hospitality, lodging, locally produced goods such as specialty coffee, spring water, mezcal and chocolate, as well as ecotourism experiences, guided activities, restaurants and cultural spaces.

The challenge was to create a system with an international level of clarity and sophistication while preserving the character, warmth and cultural connection of the region. The brand needed to feel authentic to local communities, yet polished and accessible enough for national and international visitors.

The Brand Idea

Rather than relying on predictable tourism symbols, we looked for an element with genuine local recognition.

The identity was built around the urraca, a bird strongly associated with the region and immediately familiar to local residents. Its graphic interpretation became the central visual device of the brand, paired with a contemporary typographic system to create a balance between local identity and modern hospitality branding.

From that master identity, a flexible architecture was developed to distinguish each business and experience through a structured color system while maintaining a clear connection to the parent brand.

Brand Architecture

The system organizes into different areas:

Products — coffee, spring water, chocolate and mezcal

Hospitality — lodging and properties

Experiences — ecotourism, gastronomy, cultural and guided experiences

Each sub-brand retains the Punta Cometa visual DNA while using its own color and descriptor to improve navigation, recognition and future scalability.

My Role

Brand Strategy · Brand Architecture · Creative Direction · Visual Identity

I developed the overarching visual brand system, established the category structure and color architecture, and designed the visual relationship between the corporate brand and its individual businesses.

The Outcome

A scalable brand ecosystem capable of bringing together products, places and experiences under one recognizable identity preserving a strong connection to Oaxaca while giving the group a more cohesive, professional and internationally relevant presence.