A Bold Brand Built on Cuban Street Culture and Everyday Humor
A system that speaks the culture fluently
From the first glance at the custom logotype to the color-splashed packaging and urban-ready merch, Güara instantly feels loud, familiar, and full of character. It’s not just a product brand — it’s a visual translation of popular expression and collective memory.
The story behind Güara
The problem
The client wanted to launch a Cuban-born creative brand that blended design, humor, and local slang — but needed help turning that spirit into a visual system with real consistency and commercial potential.
The challenge: how to bring authenticity without falling into cliché or losing clarity.
The solution
I created a full brand identity system that celebrates Cuban street culture, starting with a logo based on the Bernier typeface and reworking it for stronger structure and personality.
The brand voice combines sarcasm, humor, and everyday expressions to reflect how Güara solves things with style and wit.We extended the system into packaging, social campaigns, custom merchandise, and even a satirical Cuban version of Monopoly called Güaropolio — complete with taxi stands instead of trains, guanijiquí as the currency, and a cast of local references turned into game elements.
Güara launched with strong organic traction and visual recognition in the Cuban design scene
during initial test drops and local pop-ups
organic interactions during Father’s Day campaign.
followers in one day developing a loyal fan base around its merch and humor-first voice
My role and specific contributions
As Creative Director and Brand Designer, I led every stage of development, including:
Brand strategy and narrative definition
Logo design and typography exploration
Color palette and visual tone creation
Packaging, printed pieces, social design and copywriting
Creative concepts like Güaropolio and Father’s Day campaigns
Illustration direction and art direction for merch
Tools and skills applied
Illustrator (logo, iconography, assets)
Photoshop (mockups, merchandise)
InDesign (print collateral)
Brand writing and verbal identity
Visual storytelling and campaign ideation
Social strategy and product-oriented design
