Tierra Mágica
- Services
- Websites, Brand design
- Year
- 2026
- Place
- San Cristóbal de las Casas, Chiapas
- Site
- View online
Redesign of the visual identity and a new website to bring in new clients. It now has an identity that reflects its values and quality, reaches more people searching for it online, and its site answers the most common questions upfront.
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Identity
Palette
-
Emerald
The depth of the jungle.
- HEX
- #00674F
- RGB
- 0, 103, 79
- CMYK
- 90, 36, 75, 26
-
Cream
The morning light and the hospitality that embraces.
- HEX
- #FDFBD4
- RGB
- 253, 251, 212
- CMYK
- 1, 0, 20, 0
-
Copper
The living earth and the warmth of amber.
- HEX
- #C68346
- RGB
- 198, 131, 70
- CMYK
- 20, 52, 83, 3
Typefaces
-
Marcellus Regular
Origin isn't erased, it's set free.
Logo and titles: legacy, history carved in stone, elegance.
-
Montserrat Regular
Clarity, quality and warmth.
Text and service: modern clarity, legible.
Context
Tierra Mágica by Popol Vuh was born with a clear premise: origin isn't erased, it's set free. With the redesign, the brand separated from its father's brand and dropped the “by Popol Vuh”.
It already had an identity, and it was redesigned. The website was new: a place of its own to show the destination.
Scope
- 01
Design
A travel and transfer agency whose three values we brought forward: clarity, with no surprises; quality, taking care of the traveler; and warmth, with a friendly, guest-first approach. The brand concept was sound but poorly executed and overloaded: they wanted to look professional without losing their essence. For the site we set the order of the content: first what clients say and the values, then the services, and last the story.
- 02
Build
We delivered the logo, color palette, typefaces, basic usage rules and files ready to use. The site includes reviews pulled from Google Maps, a section of detailed trips, Spanish and English, and a responsive design that loads fast. It is published on their own domains, .mx and .com.mx, and on their own VPS, for privacy and control.
- 03
Sustain
They update the content themselves from a Keystatic panel. We handed over the guide, the manual, the access credentials, the original content and the code, which they own. We keep going with ongoing reviews, incident handling and fixes, outage response and domain management.
Process
We started from the original logo and kept its key pieces, like the spiral in the letters T and M: that is where the idea of not forgetting the origin, but setting it free, came from. We removed what wasn't working, the overloaded typography and excessive ornament, and arrived at “The Living Portal”: curves joining the waterfall of El Chiflón with the leaves of the jungle, and a point at the center, the treasure, which is the traveler. We worked in in-person rounds, brand first and then the site: we proposed as consultants and they validated. We never asked them directly what they wanted, we worked it out from our conversations.
Testimonial
“I deeply appreciate all the advice from the engineer. The site created for us is excellent: it captured the idea, the analysis of what we asked for was always spot on, and above all the development and delivery timelines were handled very formally. A very receptive, calm person, and that inspires a lot of confidence when voicing our concerns. A very good advisor. It is a pleasure to work with a young and very professional person. Thank you, engineer.”