Vitu

01 / The story

A world of stories.
A reason to gather.

A brand rooted in Latin American culture, made to start a conversation.

VITU’s 2025 identity brings together community, heritage and the small rituals that make people feel at home. Coffee is one invitation into that world, alongside the warmth of hospitality, shared flavours and cultural exchange.

The visual language is open and expressive: a confident wordmark, a playful character, familiar objects and a voice that moves naturally between languages.

Selected scope: Visual identity & guidelines
Illustration & brand assets
Packaging & communication
Brand world: Latin culture
Community & connection
Everyday rituals

VITU drip coffee ritual with A Box With Cafecito packaging — The coffee ritual / Original project imagery

02 / The identity

Recognisable.
Full of warmth.

A compact wordmark and its flowing companion mark give the system a clear signature. Deep maroon, warm cream and navy form the base; orange, yellow and green bring the energy of the guacamaya-inspired palette.

Original 2025
Brand system

Wordmark & lockup / Original brand guidelines

Maroon#751137

Cream#FFFEF8

Navy#1F223F

Orange#F36D29

Yellow#FAC717

Green#117548

Typography & voice

Confident.
Conversational.
A little Spanglish.

The brandbook pairs Poppins with Reenie Beenie: clear, bold communication balanced by the intimacy of a handwritten aside.

The original typography specimens are shown alongside the portfolio’s editorial type.

Original typography guidelines showing Poppins Bold, Poppins and Reenie Beenie — Type specimen / Original brand guidelines

Typography in use / Original brand communication

03 / Characters & visual language

A familiar face.
A whole little world.

Meet Emanuel

Humour.
Warmth.
Mucho corazón.

Emanuel is the brand’s curious, coffee-carrying character. The hand-drawn line makes the identity feel human, while a small family of everyday objects gives it a flexible language beyond the logo.

Original VITU chair illustration — 01 / The everyday gathering
A familiar chair. An open invitation.

Original VITU palm illustration — 02 / The rhythm
A tropical, easy-going rhythm.

Original VITU moka illustration — 03 / The ritual
A cafecito, made to share.

Original VITU pineapple illustration — 04 / The welcome
Hospitality with a little sweetness.

Original VITU flower illustration — 05 / The heritage
Colour, warmth and a sense of place.

Original colourful VITU sticker system inspired by fruit labels — Sticker system / Original artwork, shown as designed

Wording within the original artwork is part of the design, not independent evidence of product certification.

04 / Brand applications

From a first hello
to a cafecito.

The same character, compact mark and playful sticker language move across packaging, printed touchpoints and everyday encounters.

Selected original
Applications & mockups

Original VITU brandbook applications with We Are Amigos café signage and Fuego mi amor matchbox — Signage & printed touchpoints / Original brandbook mockups

Original VITU A Box With Cafecito packaging composition on a colourful textile — A Box With Cafecito / Packaging in the brand world

One shared language

Little details.
Lasting character.

From a box to a printed page, the identity keeps its recognisable rhythm: warm colour, expressive illustration and a direct invitation to connect.

Original VITU brochure mockup, shown at its small archival resolution — Print archiveBrochure / Original brandbook mockup

05 / Social & Cultural Hub

Stories that
bring us closer.

The Cultural Hub series brings the brand’s community-first spirit into illustrated stories, packaging and everyday imagery. Hospitality, shared flavours and family gatherings connect the five selected works.

Original social artwork
Selected project files