• Moctezuma is a Mexican cement and concrete brand that recently tasked studio Brands&People with refreshing its visual identity.
• Brands&People drew inspiration from Mesoamerican architecture and glyphs, creating a system that applied to packaging, vehicles, digital, buildings, and merchandise.

Concrete, and one of its primary ingredients, cement, is used to make the world around us, and it’s one of the everyday building materials that make modern living possible. As ubiquitous as they are, the companies behind them are seldom noticed, and we don’t really give much thought to who makes that concrete, unless we’re perhaps a contractor or an architect.

But there’s no reason why a cement and concrete brand identity can’t be distinctive and even great. Mexican brand Moctezuma proves that a construction material company can demonstrate pride in its product through its visual identity. Recently, Moctezuma enlisted Brands&People for a refresh, creating a category-disrupting brand identity.