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Transforming a Local Tradition Into a Recognizable Brand
The Challenge
When the founders approached me, the brand was new, full of tradition and identity but visually unpolished. They needed:
- A logo and visual identity that represented their roots in Amatitlán.
- A brand that felt natural, fresh, and culturally authentic.
- A consistent look for social media to begin building recognition and trust.
Our Discovery Process
During the brand exploration, we focused on two key areas:
1. Cultural Roots
Amatitlán has a recognizable official mascot: la mojarra (the local fish). Instead of copying it, we used its essence the shape, flow, and symbolism to create a fresh, modern, and unique mark that fits the brand’s values.
2. Natural Simplicity
Because the product is 100% natural, the brand needed to communicate:
✔ Freshness
✔ Trust
✔ Local tradition
✔ Family heritage
This guided the color palette, shapes, and tone.
The Logo Design
The final logo blends Amatitlán’s cultural identity with a clean, contemporary style:
- A stylized mojarra fish constructed with smooth, organic lines
- A visual balance that feels refreshing, friendly, and handmade
- Colors inspired by nature water, fruit, and traditional Guatemalan beverages
The result is a memorable symbol that highlights the company’s story and stands out in a competitive market.
Social Media Alignment
After designing the logo, we extended the visual identity into their social media:
We worked on:
- Brand-aligned templates for product posts
- A consistent color palette and typography
-Clean layouts that make each beverage feel artisanal and authentic
- A more professional, polished presence while keeping the family-business warmth
This has helped position Frescos La Mojarrita as a trustworthy local beverage brand ready for growth.
Impact & Results
Since updating their brand identity and social media presence, Frescos La Mojarrita has:
- Established a clear, recognizable visual identity
- Improved brand trust and credibility with customers
- Gained more attention on Facebook through cleaner, more engaging posts
- Positioned themselves as a premium yet traditional local beverage maker
Conclusion
Frescos La Mojarrita de Amatitlán is more than a beverage company it’s a family preserving Guatemalan culture through natural drinks. Our work together allowed them to translate this mission into a visual identity that feels authentic, memorable, and built for growth.
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