let's take this risk

Hey there! I hope your week is off to a great start. If things are a bit hectic, remember to keep your head up and keep pushing forward.

Last week was a whirlwind of activity, and I'm sure you've heard about the latest from ChatGPT. By now you've probably read or seen something about it, but I find it fascinating to discuss. This is definitely changing the game in many ways and how we interact with the world around us.

1. Branding Insight — Choose adventure, not comfort

On the journey to building a successful business, there are crossroads where comfort and ease seem attractive. But as Bezos said, "Would you rather have a life of comfort and ease, or a life of service and adventure?".

Choosing adventure means embracing uncertainty, taking risks, and pursuing a vision bigger than personal success. It means building a brand that represents something more than products or services; a brand that inspires, connects with the community, and makes a positive impact on the world.

Brands that choose adventure don't chase short-term comfort. They aim for a lasting legacy, to be remembered for what they represent and the difference they make.

How can you choose adventure for your brand?

• Define a powerful purpose: What problem does your brand solve? What positive impact do you want to make? A clear purpose will guide you through tough decisions and give you the strength to overcome obstacles.

• Connect with your audience: Who are your ideal customers? What motivates them? Understand your audience on a deep level to create a brand that resonates with them.

• Embrace risk: There's no growth without risk. Make bold decisions and learn from your mistakes.

Choosing adventure isn't an easy path, but it's the one that will lead you to building a brand that truly matters. A brand that inspires, connects, and leaves a mark on the world.

Which path will you choose? If "risk" is your answer…

2. Portfolio Spotlight - Vinos Vinos

Vinos Vinos is a new platform where people can find all types of alcoholic beverages in Mexico. It is positioning itself as a digital alternative against the large and traditional suppliers within the country, trying to reach and connect with people that are used to making online purchases and creating a community around the culture of having fun, partying, and connecting with other people.

Vinos Vinos started selling as a part of a marketplace, but now they are pursuing to build their own online store. 

The challenge focused on the aim of designing a brand that would be attractive to all types of audiences, from adults who are used to buying in store specialty liquor, to young adults that prefer to make online purchases and like to party. The branding had to have flexibility to talk to everybody in both being trustworthy, but not in a boring way. 

We ended up creating a brand that is known for being enjoyable and close, using contrasts of dark backgrounds but colorful and fun elements, that transport you to those moments that you want to share with friends and family, celebrating special occasions and creating new memories for the rest of your life. We mixed these elements with other ones that reflect tradition and professionalism, creating a place where people that like to do shots and create crazy drinks can have fun with people that have been drinking their whiskey on the rocks for years.

Need a brand?

Ready! You've got your weekly dose of inspiration. Don't forget to pass this newsletter along to someone who might find it helpful.

Catch you later,
José. ⚡️

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