Indumex is not your ordinary hardware store. With the purpose of revolutionizing the industry in Mexico, this retailer is a one-stop shop for construction and home improvement products. What better way to stand out from their competitors than to go bold. With a brilliant saturation of blue and orange, the colors highlight the private brand product against a clean white canvas. Designed by Mexico based agency Firmalt Agency, hardware supplies are modernized to fit a clean modern aesthetic. Simple stencil type abbreviates the products’ name while an easy to read description lets the consumer know exactly what they are buying.
The concept was brought to life intending to portray the brand’s values – professionalism and trust. The idea was to convey expertise, without loosing approachability. The color palette intends to show contrast, emphasizing Indumex innovation in the market. Blue depicts trust while orange shows boldness. The design includes custom typography for the word mark, and a straightforward typeface for other applications to depict the industrial facet of the brand.
The logo references Indumex’s roots, industrial factories. The I and the M pair well in the portrayal of a factory’s ceiling, and the point in the middle tries to reflect the business ideal to become the hardware center for everything. The frame takes from the emblem and is used as a visual support throughout the collateral and publicity.”