This is Crater, a high-performance training center located in Merida Yucatan (Mx). The client commissioned us to create the concept and brand identity.
We find inspiration in volcanoes, as the places where the inner strength of our planet is released. CRATER is the place where people can also release their inner strength.
As part of the brand’s attributes, we have exclusivity (not in the sense of luxury, but of secrecy). That’ s why, taking as inspiration the ancient alphabet, Runes; we created a secret code, which we call Maunas, in honor of the highest volcano on Earth Mauna Kea. Each Mauna represents a quality that we can find inside us: knowledge, respect, honor…