Mademsa is a household appliance brand of Chile. I created a new visual system for the business to be used with its traditional logo. The new system was based on 3 stripes that form the brand symbol and enhance various designs. Along with it, a new color code an a new official typeface were defined. The imagery became more human and closer to the consumer. The project was developed in 2011, but only now I could publish it. I hope you like!