Good to see you here.
I'm Tona Olvera, and Daffy is my studio. I work inside food, drink and culture brands the way an in-house marketing lead would: I set the strategy, direct the creative and stay on until it's on the shelf, the feed and the store.
You work with me directly, from the first meeting to the last file. Let's talk.
edit like a scientist.
Create like a child, edit like a scientist.Now • Currently collaborating with
Brand architecture for groups and their brands. Audience and positioning built on behaviour and occasion, not age. Content pillars, newsletter and CRM.
Visual territory, design systems and brand kits. Art direction and photography for product, process and people. Copy in English and Spanish, German when retail asks for it.
Shopify data and customer segmentation. Store navigation and UX. Multilingual websites for one brand or a family of brands, down to the theme code.
Trade fair and pop-up toolkits, producer visits and tastings, chef and creator partnerships, work with local artisans.
A fixed monthly scope. I join your weekly rhythm, own the marketing calendar and report on what moved.
A defined piece: a brand kit, a shoot, a launch, a store redesign.
I'm Tona
I moved to Zürich from Mexico City, where I spent more than ten years leading creative work for global brands and ended up as Creative Director at ACHE. Here I started Daffy: my own studio, for food, drink and culture brands that want senior thinking without an agency around it. I also co-founded Bussifame, a vinyl bar in Mexico City, and play records as Caribe 89, so I know brands from both sides of the counter.
10+ years of work in Mexico City, most of them at ACHE as Creative Director.
Recognition • Cannes Lions • D&AD • Effie • Adweek
Food as culture. Not as novelty.
Colectivo Anónimo is a collective based in Switzerland and purveyor of Switzerland's finest Mexican products. It brings heritage, flavour and culture through four brands. Since September 2026 I work with them as creative and marketing manager.
The brands were already running, each with its own communication. I came in to redirect the effort: find the growth opportunities, give the work a structure and direct the creative, with every franc working. One idea holds it all together.
New Mexican Wave. Sign painting, retro Mexican advertising and endemic colour, shared by the whole family.
People are grouped by their relationship with Mexican food and by the occasion. Not by how old they are.
Shared content pillars, and for each brand its own role, its own voice and its own account.
Nixtamal tortillas, masa and totopos for restaurants, supermarkets and home kitchens. Masamor doesn't compete on price. It competes on corn, process and heritage, so the content shows the craft before it explains it. I'm building a PR programme with brand ambassadors, brand activations at gastro and cultural events, new trade catalogues for gastro, distributors and retail, and a redesign of the website.
Art direction and design by me.
The Mexican pantry, made in Switzerland: chorizo, chiles, chapulines. Masamor is the canvas, Del Barrio brings the flavour. It's the brand with licence for humour and the street, always shown inside a dish and on a Masamor tortilla. Series like Etiqueta Abierta show what's in each product, how it's made and how to use it.
Art direction and design by me.
Online Mexican grocery with delivery across Switzerland. The store was already running when I arrived. The mission was to build a new version with a better experience for the people who shop there. I started from the data: what people buy, what brings them back, and who they are by language and buying habit. That led to a new store navigation and front end, built at theme-code level in Shopify, a brand kit led by Elmi, the walking grocery bag, and paid social on Meta.
Before
After
Design and front end by me.
Colectivo Comestibles brings in everything the group sells from other Mexican producers: kitchen essentials like canned goods and spices, drinks with and without alcohol, spirits, liqueurs and wine, for bars, restaurants, shops and people looking for something they didn't know. On the spirits side, tequila is the way in. Few people here know where it comes from or how it's made, so I start there and open the door to mezcal, herbal liqueurs and wines from different regions of Mexico. That content teaches through product, process and ingredient, which is also what Swiss alcohol advertising law allows. Process series with heritage tequila houses, producer masterclasses in Zürich and Basel, and a brand kit for the trade.
Art direction and design by me.
One person, from strategy to the weekly post.
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