Kevin Escamilla

Hualachi: Food as Tradition and Connection

Hualachi is a brand concept inspired by the cultural traditions of Ayoquezco de Aldama, Oaxaca, centered on the idea that food is a shared experience that brings people together. Rooted in the meaning of the Zapotec word Hualachi, or “homeland,”.

Inspired by a family recipe passed down through the designer’s uncle, the brand translates these traditions into a contemporary product experience. The marinade paste becomes a medium through which heritage is preserved, inviting users to engage not only with flavor, but with the rituals of preparation and sharing.

Blending cultural research with visual storytelling, the project incorporates elements of Oaxacan design—such as trenza patterns symbolizing unity within the community. Through packaging, typography, and spatial presentation, Hualachi creates an experience that encourages slower, more intentional moments around the table. Ultimately, the project reflects on how traditions evolve while continuing to connect people through food.