Enrique Puerto creates bold branding for baking powder company Loosey-Goosey

Enrique developed his design approach through a series of fortunate events, or “synchronicities of the universe,” as he puts it. His initial journey into design and art direction began at Futura, a creative direction studio based in Mexico City, which he describes as his “greatest influence” as well as “the best school I could have had”. The designer embarked on projects for brands of varying sizes while always pushing for creative challenges. “Each day was learning, learning, learning,” he reflects. “How to take challenges and visually land them in something new – new for me as much as the studio and the client.” Post-Futura, Enrique then took the leap to intern at Snask, a creative studio based in Stockholm. Heading to Europe “without ever having traveled, without knowing where I was going to live, without knowing enough English to communicate,” he says design work provided a new way to connect with others. “It didn’t matter to me, I wanted to learn from the best.”
For Mexico City-based designer Enrique Puerto, much of the creative process, especially within his field of graphic design, is based on emotion. No matter the project or its eventual visual execution, Enrique’s freelance practice begins by surveying – or in some cases trying to evoke – an emotional reaction in a potential viewer. Often this comes to life by characterising certain elements of his design work, adding playful personality via typography or symbolic illustrations that live within his design systems. A perfect example of this at play is his work for baking-powder company Loosey-Goosey.
Working at these studios has generated a noticeable enthusiasm for art direction and design, which is now translated into Enrique’s freelance practice. Working with a variety of commercial and cultural clients, the designer’s practice largely involves injecting branding projects with a level of experimentation – such as utilising 3D design to envisage the transformative effect a product like baking powder can have, as he’s done for Loosey-Goosey.