Hola! I’m an Art Director and Designer, I partner with brands to discover and express their unique essence. My approach blends strategic thinking, trend hunting, and a passion for bold, clever design.
Hola! I’m an Art Director and Designer, I partner with brands to discover and express their unique essence. My approach blends strategic thinking, trend hunting, and a passion for bold, clever design.
This project for Alpina, one of Colombia's leading dairy brands, focused on developing unique brand assets for its corporate identity, with the objective of strengthening its connection with consumers while maintaining its fresh, young and accessible brand essence. As opposed to redesigning its entire visual identity, the work focused on enriching the corporate brand with unique elements that reflect its approachability and warmth.
Although Alpina is a well-established brand, it faced the challenge that its corporate identity was starting to lose distinction due to the shared use of visual assets with its sub-brands and product portfolio. It was crucial to develop specific assets that would not only differentiate the corporate brand in the marketplace, but also respect and amplify its friendly and approachable brand image.
The new brand assets were created to be clear and friendly, making them easy to adopt in all communications and helping Alpina maintain a strong emotional connection with its audience. In addition, detailed guidelines were established for the use of these assets, ensuring consistency and coherence across the business group.
An essential part of the brand assets project for Alpina was the creation of the Alpina Display typeface, designed specifically to reflect the brand's values: taste, fun and delight. This typeface, which was developed from scratch, acts not only as a vehicle for text, but also as a vital graphic resource, enriching Alpina's visual universe with a distinctive and versatile presence.
Alpina Display and the new graphic elements are based on the evolution of Alpina's medallion, which has historically been the brand's main visual asset. This medallion was transformed into a modular element that now inspires new shapes and patterns, allowing the creation of a coherent and flexible design system. This modular system allows Alpina's teams to combine visual elements in innovative ways, ensuring that brand coherence and consistency is maintained across all communications.
This approach provides Alpina with a dynamic and adaptable branding toolkit, ensuring that each customer touchpoint reflects the brand's core values in a fresh and engaging way, without losing identity or visual consistency.
Client: Alpina
Agency: Panorama
Creative Direction: Lucas del Corral, Jose Afanador
Art Direction & Design: Juanse Carvajal
Type Design: Bastarda Type
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