current
past
masara emerged at the intersection of local agriculture, global food systems, and personal memory. rooted in my grandmother’s orchard in northern mexico, it traced the pressures of imported competition, the fragility of family traditions, and the way everyday products hold larger ecological and social dynamics. shaped by principles of food sovereignty and regenerative agriculture, masara became more than a bottle of vinegar—it was a quiet invitation to reflect on care, resilience, and the stories carried by food.
i guided the project from concept to launch, shaping its identity, overseeing production, and refining its narrative to connect people more deeply to the origins of what they consume. drawing from the orchard’s rhythms, the tactility of natural materials, and the warmth of a kitchen, masara evoked the comfort of home while joining a broader conversation on sustainability. it reminded people that food is never just nourishment—it is memory, culture, and a living record of the land.
@masaramx
Years: 2019 onwards
Location: mexico city, mexico