If it is true that you are what you eat, then shopping would be the way you construct your personality, and the way a culture constructs its identity. El Super (Mexico City) is a book of photographs of common consumer products (everything from candies and salty snacks to beer and cigarettes) that best represent the classic, kitsch, humorous and alluring labels and packaging in Mexico today. Photographs of supermarkets, stores, markets and street vendors are included to provide a broader context. The accompanying text deals with the historical background of contemporary product design and dietary trends in Mexico, and discusses the situation of national products in the age of global consumerism.