Anagrama is an international branding, architecture and software development firm with offices in Monterrey and Mexico City. Besides their history and experience with brand development, they are also experts in the design and development of objects, spaces, software and multimedia projects. Anagrama creates the perfect balance between a design boutique and a business consultancy, from focusing on the development of creative pieces with the utmost attention to details, to providing perfect solutions based on the analysis of tangible data.

Anagrama seeks to change the way people experience packaging by creating otherworldly designs, experimenting with luxurious surface finishes, typography, and a non-traditional color palette. Amado by Hyatt is a recent project that takes the concept of a bakery and elevates it in an unusual way. Instead of going in the direction of what’s expected for food packaging, Anagrama challenges the consumer with a saturation of neon pink, purple, green, and blue overlaid with gold embossed patterns.

In this interview, I talk to Roby Arriaga about the Amado by Hyatt project and what they consider a successful design.

What were some of the challenges of this project?