I developed the visual identity for “Ulele,” a Colombian Pacific distilled spirits brand. Its first product is a 100% artisanal viche, a sugarcane distillate made with plants extracted from the forests of the Chocó biogeographic region. This distillate is a symbol of identity for the indigenous and Afro-descendant communities of the region. The goal was to create a brand that recognized and celebrated the cultural importance of this product, conveying the richness of the Colombian Pacific and respect for ancestral traditions.

A visual identity with a typographic focus was created. The logo was designed with fresh, hand-drawn letters, conveying a friendly, fun, and approachable feeling. The use of lowercase letters reinforces this closeness and accessibility. The visual identity seeks to evoke the warmth, authenticity, and vitality of the Colombian Pacific culture and connect with an audience that values authenticity, artisanal quality, and respect for ancestral cultures