A visual refresh to preserve Mexican bulk markets

Mexico – Tierra Dulce, a bulk food store in the Mexican city of Monterrey, is encouraging sustainable and local consumption among young generations with a refreshed visual identity. Created by design studio Shift, the redesign includes a simple and adaptable food labelling system that can be applied to a variety of refillable bags and containers. A vibrant colour palette, bold hand-written typefaces and repeated layouts have been applied as a nod to the familiar chants of Mexican market sellers.

Taking an eco-conscious approach throughout, signage is created using materials such as glass and recycled paper. Through this identity refresh, Tierra Dulce combines the long-standing tradition of shopping at bulk food markets with the interests of local communities. ‘Our main goal was to re-interpret the bulk market as a smaller and more modern version,’ says Shift in conversation with LS:N Global. ‘The use of coloured cardboard paper and the custom-designed hand-written typography are inspired by the hand-made signage in the bulk market’s product displays.’

To discover more about the shift to localism and celebrating traditional approaches to grocery retail and supply chains, join us for our Food and Drink Futures online event on 28 October.