Brand Designer


Montevideo, Uruguay




The brand identity aimed to convey trustworthiness, reliability, and environmental responsibility to both B2B and B2C audiences.


Afranco is a 100% Uruguayan company dedicated to the production and marketing of raw materials, chemical products for industry, household hygiene products, and natural cosmetics. The company is devoted to developing environmentally friendly products and adheres to corporate responsibility standards in terms of waste management. Afranco is committed to promoting Uruguayan national production and places a strong emphasis on producing raw materials that are both environmentally friendly and innovative from scratch.

The Course of Actions

To develop the brand of AFRANCO, we took three key steps from its initial conception to the final deliverable:

1. Research and Strategy

To begin, conducted thorough market research to understand the target audience, competitors, and industry trends. Defined the brand's unique value proposition and positioning by developing a brand strategy that outlined the brand's mission, vision, and core values. This step was crucial for aligning the brand with the right costumer and differentiating it from competitors.

2. Design

Created a strong visual identity that represented the brand's personality and values. This included the designing of a logo, selecting a cohesive color palette, and choosing typography that conveyed the brand's tone. Additionally, developed brand guidelines that dictated how the brand should be present across various platforms to maintain consistency.

3. Communication

Crafted a compelling brand story and messaging that resonated with the target audience. Developing content and communication strategies for both online and offline channels. Ensured that your messaging aligned with the brand's values and resonated with the emotions and needs of Afranco's audience. Consistent and authentic communication was key to building brand recognition and trust over time.


As a brand designer, it was incredibly gratifying to collaborate with the marketing team on this project. From researching to designing the brand identity and formulating a communication strategy, we were able to develop a visual language that genuinely embodies Afranco's fundamental principles.