Arteca is a brand that seeks to reflect the vitality of Oaxacan craftsmanship and communicate the values of Mexican culture. The project places artisans as the central figure and maintains a projection towards their future, seeking to improve the perception of handicrafts in their country of origin as well as their positioning in the foreign market.

The result was the creation of a replicable business model in a digital space where craftsmanship is positioned as a revolutionary object, a piece that attests to the knowledge and millenary culture of Oaxaca.

Final evaluation project for the University of Monterrey, in collaboration with the Alfredo Harp Helú Foundation of Oaxaca.

December 2016

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