Chronos Fulfillment Center is an advanced automated distribution hub developed by Procter & Gamble in Irapuato, Guanajuato. Spanning more than 105,000 square meters and with capacity to handle up to 30,000 pallets, Chronos was created to optimize P&G’s supply chain and distribution operations, setting a new standard for efficiency and responsiveness across Mexico.
The challenge was to translate the scale, precision, and technological character of the operation into a distinctive brand of its own. Through the branding and visual identity of Chronos, we transformed the principles of efficiency, innovation, and movement into a contemporary visual language, giving Chronos a recognizable presence within one of P&G’s most advanced logistics operations in Mexico.
Carnaiz was inspired by a simple idea: the feeling of gathering around a grill with friends on a Saturday afternoon. A moment where food becomes an excuse to share stories, celebrate traditions, and enjoy good company.
This idea became the foundation of the design process. We set out to create a visual identity that felt bold, authentic, and memorable, combining industrial aesthetics with elements deeply rooted in Mexican culture. The logo was designed to become a distinctive symbol of the concept — recognizable, full of character, and deeply connected to the Mexican heritage, traditions, and sense of community that inspired the brand. Every visual element was carefully crafted to reinforce a feeling of authenticity, strength, and belonging.
To expand the brand beyond the logo, we created Don Hueso and Fuegocho, two original characters inspired by the core elements of the concept. Don Hueso, a rebellious ribeye cowboy, represents the spirit of the grill, while Fuegocho embodies corn and fire — two fundamental elements within the Carnaiz universe. Together, they helped shape a visual universe full of personality, creating a brand experience that extends across menus, packaging, merchandise, and physical spaces.
Chronos is a brand with a precise, dynamic, and technology-driven personality, reflecting an environment where timing, coordination, and efficiency are essential. Its character is structured and disciplined, yet constantly in motion, conveying the rhythm of an operation designed to perform with accuracy at every stage.
The brand communicates with clarity and purpose, projecting a sense of control, reliability, and continuous progress. Rather than presenting technology as something distant or futuristic, Chronos expresses it through an industrial and functional character, creating an identity that feels connected to the scale and pace of modern logistics.
EN 
ES 
