Welli
Branding, Communication & Services
Welli is a warm, strategic brand identity created to support modern entrepreneurs through a friendly visual universe, a custom mascot, and a voice that balances trust with personality.
The client needed to build a brand from scratch—one that could communicate digital expertise, warmth, and reliability.
The challenge was clear: create an identity that inspires professional trust without sacrificing a friendly, approachable tone, and one that could resonate across different cultural markets. All of this had to be achieved with no prior data, no customers, and no existing positioning.
We started with a fundamental question: how do you create a brand that feels like a true partner?
The answer was to build an identity with a strong personality—one that would connect emotionally from the very first interaction. This led us to create a mascot, a visual symbol of support, dynamism, and empathy.
Inspired by iconic characters like Mailchimp’s Freddie, we developed Welli the Whale, a friendly figure representing the spirit of modern, digital commerce.
The visual identity was built from simple geometric shapes, forming an isotype that balances friendliness with visual clarity.
The whale isn’t just a logo—it’s the brand’s storyteller. Its approachable silhouette was created through manual sketching and modular design, blending functionality with warmth.
We also crafted a custom wordmark that highlights the double “L” as a distinctive graphic gesture, adding originality without compromising legibility.
A bold blue leads the color palette, symbolizing trust, technology, and depth. It’s complemented by energetic secondary colors that inject versatility and vibrancy.
Welli was designed to live across multiple touchpoints: from digital platforms and printed materials to social media and branded environments. Each application reinforces the brand’s personality—coherent, accessible, and fresh.
Welli became a solid brand with a cohesive visual and verbal narrative, capable of speaking to entrepreneurs from various industries and regions. It doesn’t just look professional—it feels like a partner from day one.
Caffeto®
Branding, Communication & Services
A brand that embraces its roots to step into the future. Caffeto® is much more than a coffee brand. It’s a café, a restaurant, and a beloved meeting place deeply rooted in the heart of Nariño, Colombia — a place that smells like home, fertile soil, and freshly brewed coffee.
