Natalia Jasso
SELECTED PROJECTS
Stanley 1913
Dickies
Clinique
Hongueras Pjiekakjoo
Kohl’s
Me!Bath
Monto
Juantons
Yoko
ARCHIVE
HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
KELLA (PET PRODUCTS)
NEGRO BLANCO CAFE (CAFE)
ABOUT ME
Hey! I’m Natalia—a graphic designer obsessed with turning big ideas into bold visual identities. I specialize in conceptual thinking, expressive design, and building brand systems that actually work. Let’s make something unforgettable. Reach out anytime!
Let’s work together →
IDENTITY + BRAND GUIDELINES
Hongueras Pjiekakjoo
Hongueras Pjiekakjoo
About the project
In the mountains of central Mexico, the Tlahuica-Pjiekakjoo community of San Juan Atzingo—one of the smallest Indigenous communities in the world—has safeguarded ancestral knowledge about wild edible mushrooms for generations. In Ocuilan, forager traditions run deep; Elissete Ramírez’s grandmothers were gatherers, and so were her parents. Today, women in the community continue to play a central role in collecting, preparing, and selling mushrooms, passing down this wisdom through practice.
For the rebrand of their mushroom products, I wanted to honor that lineage. I designed a logo that captures the essence of women sharing forest knowledge, using the organic forms of mushrooms as a visual metaphor. The color palette draws not just from the mushrooms, but from the joyful textiles worn by Tlahuica women—bold, vibrant, and full of life.
I created a flexible system of illustrations that can stand alone or come together as patterns, giving the brand versatility across packaging and print. The typography, deliberately unpolished, brings a friendly, grounded tone that feels as real and rooted as the community itself.
In the mountains of central Mexico, the Tlahuica-Pjiekakjoo community of San Juan Atzingo—one of the smallest Indigenous communities in the world—has safeguarded ancestral knowledge about wild edible mushrooms for generations. In Ocuilan, forager traditions run deep; Elissete Ramírez’s grandmothers were gatherers, and so were her parents. Today, women in the community continue to play a central role in collecting, preparing, and selling mushrooms, passing down this wisdom through practice.
For the rebrand of their mushroom products, I wanted to honor that lineage. I designed a logo that captures the essence of women sharing forest knowledge, using the organic forms of mushrooms as a visual metaphor. The color palette draws not just from the mushrooms, but from the joyful textiles worn by Tlahuica women—bold, vibrant, and full of life.
I created a flexible system of illustrations that can stand alone or come together as patterns, giving the brand versatility across packaging and print. The typography, deliberately unpolished, brings a friendly, grounded tone that feels as real and rooted as the community itself.
Credits
Design:
Natalia Jasso
Design:
Natalia Jasso