Pepas: Brand Design and Visual Strategy.

This year, we had the opportunity to develop Pepa's, a visual identity designed to position a hot dog restaurant on the streets of Bogotá, Colombia. The main challenge of this project was to create a mascot that authentically and memorably represented the brand. To achieve this, we drew inspiration from our client’s real pet, named Pepa, and transformed her into the central symbol of the brand identity.

During the brand design process, we gathered images of Pepa to identify her most distinctive features and convert them into a unique illustration. To optimize creativity, we used artificial intelligence tools like Midjourney and DALL-E, resulting in original sketches that captured the mascot’s personality, which we then refined to create a functional illustration. We also built a mood board with vintage references from U.S. diners, allowing us to blend a classic style with modern elements.

We chose the Sundrops typeface for the logo, combining a retro aesthetic with a contemporary touch, ensuring the visual identity conveyed both nostalgia and modernity. For the color palette, we opted for two tones: red, associated with the food industry, and blue, which helped to differentiate the brand in a competitive market. Additionally, we included a cream color for the backgrounds and typography, creating a welcoming yet professional feel.

Pepa's is an example of how we bring every project to its full potential, combining innovation with a personalized approach.