The Frenchie Co — Visual ID
I was responsible for the graphic design and art direction of the rebranding for “The Frenchie Co”, a Colombian company with outstanding products, a clear vision, and a presence across several countries.
The visual system is built around key brand and product values: functionality, top-tier quality, technology, and speed, among others. These values are translated into the original development of the typography and the reinterpretation of the brand icon, constructed from a simple structure, clean lines, and a well-defined personality. Raw textures and colors reinforce the relationship between the industrial and the technological, supported by a monotype-style typeface used in code creation.
The Icon
The Frenchie remain a key part of the brand’s visual heritage and a central element in the positioning and global recognition of the emblem. This time, it takes on an expanded role: beyond being a module of the logo, it becomes an integral part of the visual system—serving as inspiration for layouts, as a modular element within key visuals, and as a graphic asset that continuously evolves through textures, colors, and patterns within it.
The Typography
The design of the logotype is rooted in the concepts of durability, innovation, and cutting-edge technology. The design reflects a balance between strength and sophistication, using clean, modern lines inspired by timeless elegance. Each element has been carefully crafted to convey brands commitment to resilience and adaptability.
The Style
Designed with a utilitarian mindset, the visual direction is grounded in functionality, industrial aesthetics, technology, and simplicity. Raw textures and colors reinforce the relationship between the industrial and the technological, supported by a monotype-style typeface inspired by code creation.
