Despite the vast aesthetic differences in the artistic or ritual expressions of Indigenous peoples, there are certain common threads: the use of modules, geometric construction, and vibrant colors. We used these codes to build the Mullu graphic identity.
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We created a system of modular patterns inspired by pre-Columbian stamps: expressive, block-constructed, repeating shapes with rounded edges.

Mullu is the Kichwa word for the Spondylus shell, which was sacred and more valuable than gold in pre-Columbian times. For the main logo icon, we created an open Spondylus shell to accompany the brand name.
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We created a custom typeface for Mullu called Huanca Display. It shares the same finishes as the patterns and serves as a decorative element in typographic compositions.

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