Creative Director: Andrea Lomelí
Art Director: Allan Tintore
Copywriter: Diana Soberanis
Graphic Designer: Rose Salzmann
Origin
Manuel Delgado is a family business based in Yucatán, with nearly five decades of experience in furniture and office supplies.
Its story began in the late 1970s, when Manuel Delgado Manzanilla opened a small workshop in downtown Mérida to repair typewriters, calculators, and cash registers.
As technology changed, the business evolved alongside it. What began as a repair shop became a furniture company serving offices, schools, restaurants, and hotels, and is now looking to find its place in homes as well.
Mantra
For years, Manuel Delgado has helped its customers create spaces to work, learn, and come together. While its products and reach have evolved, the company has maintained the trust of those who turn to the brand for solutions.
With an established track record and new opportunities to explore, it was time to refresh its image. The challenge was to present a more contemporary, approachable brand that could connect with different audiences while preserving the recognition it had built over the years.
This led us to an idea that captures its evolution: life changes, and our spaces change with it.
Proposal
We developed an identity that preserves Manuel Delgado’s history while expressing it in a fresher, more flexible, and approachable way.
We redesigned the logo with clean letterforms, retaining a detail from the original “D” as a subtle nod to its beginnings. This allows the brand to look different while remaining recognizable to those who have been part of its story for years.
We also gave new life to “El Flaco,” the character already featured in its identity. We reinterpreted him with simple, expressive lines so he could interact with the furniture, appear in photographs, and accompany the brand across different formats.
Alongside this, we created illustrations showing how the same piece of furniture can belong in different settings: an office, a classroom, or a room at home. Delgado’s signature blue remains the leading color, complemented by warmer tones that help distinguish its different product lines.
The Result
We created a refreshed identity that retains the trust of an established brand while connecting with new generations and new ways of living in and using spaces.
A cleaner, more refined, and versatile image, ready to support Manuel Delgado’s expansion into new markets.
