Bikes N Toys México.

I worked with Bikes N Toys México to establish the company's visual identity and lay the foundations for a consistent and scalable brand. My involvement covered branding, packaging, product documentation, digital commerce and supplier collaboration, contributing to the launch and development of both the parent company and its in-house bicycle brand, LEMON.

One of the key projects was the creation of the LEMON brand identity. Inspired by the owner's admiration for U2, the brand was designed around the spirit of creativity, optimism and experimentation. The visual language embraced bold colours, playful typography and unconventional shapes, reflecting the same willingness to explore and innovate that characterises the band's approach to music. The result was a vibrant and memorable identity that appealed to a younger audience whilst standing apart in a highly competitive market.

Alongside the branding work, I developed comprehensive brand guidelines to ensure consistency across all customer touchpoints, from packaging and printed materials to digital platforms and marketing campaigns.

As part of the company's digital transformation, I configured and structured its CRM and e-commerce workflows through Mercado Libre's storefront platform. This included organising product catalogues, customer interactions and operational processes, as well as preparing detailed documentation and user guides to enable the client's team to confidently manage and expand the platform after handover.

My responsibilities also included the creation of product instruction manuals for bicycles, licensed toys and collectible products. These technical documents were designed to comply with Mexican import regulations and retail requirements, ensuring that every product met the necessary legal and safety standards before entering the market.

Packaging development formed another significant part of the project. I designed the graphic layouts while collaborating on structural packaging solutions, working closely with manufacturing partners in Taiwan and China throughout the production process. This required balancing visual appeal, manufacturing efficiency and compliance with Mexican import regulations to deliver packaging that protected the product, enhanced the customer experience and met all retail standards.

This project provided valuable experience in combining branding, product design, international manufacturing and regulatory compliance, demonstrating how thoughtful design can support every stage of a product's journey — from concept and production to retail shelves.