Raíces
A heritage brand plants deep roots to cultivate authentic connections.
App Design
Ecommerce
Copywriting
Raíces, the foundational cornerstone of an authentic Mexican culinary brand family, sought to honor generations of traditional recipes while bridging the gap to contemporary dining experiences. Rooted in time-tested techniques and deep cultural significance, they partnered with us to establish their credibility as guardians of Mexico's rich gastronomic heritage. Together, we cultivated a brand identity that celebrates authenticity without sacrificing accessibility, creating a foundation that grounds the entire brand family in tradition. The result is a cornerstone brand that doesn't just preserve culinary heritage—it nurtures meaningful connections between ancestral wisdom and modern palates, establishing trust through generations of proven flavors.
App Design
Ecommerce
Copywriting
“Watching them build together is like watching two parallel lines finally bend toward each other. Ten years of ideas, experiments, and late-night talks, now flowing as one. Builtwell isn’t just a studio—it’s the proof that when patience meets vision, the work feels inevitable.”
A new logo, with a smile.
We started with the first update to the Amazon logo in over 20 years. The arrow that communicates that Amazon sells everything from “A to Z” is a much loved artifact, but everyone knows that Amazon delivers any item you could possibly need.
Our update puts greater emphasis not on the arrow, but on a deeper and more emphatic smile, reflecting Amazon’s mission to delight customers and make their lives easier.
So now whether customers are shopping in the Amazon app, getting next-day delivery, watching award-winning content on Prime Video, streaming the latest hits on Amazon Music, or even receiving their prescription at Amazon Pharmacy, they are always met with a smile.
