Esencia Design Studio
Brand Identity
Role: Founder and designer
Esencia Design Studio is my practice—a multidisciplinary, Latino-led design studio that collaborates with clients on branding, advertising, and digital experiences.
The purpose of Esencia is to help find or distill a brand's true identity, the thing that makes it unique. Thus, the idea to create an entire brand identity inspired by my roots and what makes me unique was born. The city of Chimbote on the north coast of Peru provides the visual inspiration for Esencia's brand. This includes the name, which means "Essence" in Spanish.
The design of the logo is inspired by photographs I took of Chimbote at sunrise — the way the light touches the bay felt symbolic. Later, I came across the opening lines of the Hymn to Chimbote, which describe that exact moment. The connection between the imagery and the lyrics reinforced the direction of the design and gave it deeper meaning.
The color palette for the brand takes inspiration from the Flag and Seal of Chimbote. The Yellow and Brown colors create the foundation, along with Black for balance.
