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La Base is a home & hardware retail brand built for the Mexican market. The identity was designed to replace an international retail name and reposition each store for two audiences the original brand had drifted from — the working professional and the everyday homeowner.
The work began with naming. Eight directions, three conceptual routes, and two rounds of refinement led to a single word: La Base. Home. Shelter. The place every project starts.
The icon — a stylized polygon — works as both a hardware store and a household.
It collapses to a silhouette and still reads as the brand.
Green carries the build. Yellow makes the call. Gray grounds the rest.
The identity extends across the entire store journey — facade, Punto Base service center, departmental signage, section boards, header displays, way-finders, and exit messaging.
Every piece was calibrated for a different reading distance: large enough to land from the parking lot, intimate enough to guide at the shelf.
The brand carries through service vehicles, tiered uniforms (color-coded by tenure), name IDs, caps, and hoodies.
The system holds together whether it's printed on a chest patch or stretched across a building.
Beyond the visual system, La Base reflects a strategic posture — a proprietary brand that leads, supported by the partner brands behind it. House first. Allies in support.
Because building a brand is also building relationships.
Photos by @davinho_____
Work done:
-Naming
-Branding
-Design systems
-Signage design
-Uniform & vehicles design
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