Introducción
Vitococina, a Colombian hospitality group, identified an opportunity to explore the restaurant market in Florida, USA. Initially targeting Hispanic-American groups in the area with a Latin-fusion food offering, they also recognized the potential appeal to other communities, notably American retirees.
Drawing from one of Colombia’s most iconic regions—the Amazon—and its natural resources and mystical symbolism, we developed a visual identity that breaks from the clichés of Latin dining while fitting naturally within the fast-casual category. The brand introduces an alternative, culturally rich storytelling—inviting customers into a new space of discovery through textures, imagery, and flavors.
Candelaria presents itself as an uncharted world, where jungle creatures and ancestral knowledge come to life. Inspired by indigenous Amazonian art, we created a visual system featuring animals and textures that form small stories—anchoring the brand in cultural richness and mysticism.
Colombian cuisine is rooted in the mix of flavors—often combining sweet, salty, and tangy notes in the same dish. Inspired by this variety, we crafted a vibrant color palette and close-up photography that highlights textures, ingredients, and visual richness on every plate.
Guided by Colombia’s most iconic flavor—coffee—we created a voice that speaks through the sensory experience of each product. Through a playful use of Spanglish, we highlight key qualities and offer subtle clues that encourage customers to try new and unfamiliar items.
The brand’s communication and menu evolved quickly based on customer feedback—many were intrigued, but felt unsure about the offering. We focused on refining product descriptions, adopting a more descriptive and accessible language. This helped demystify the menu and encouraged experimentation.
