Amamba is a fruit-based coffee & juice bar based in Mexico City. We developed a complex illustration and iconography system based on fruit deconstructions in 3 graphic levels, which are used in the brand’s different applications such as: packaging, interior design, menus, animations and digital communication.

The objective was to develope a very particular “brand language” based on forms and colors, a personal way of telling stories that people would easily identify and associate with the different options on the menu. When you see your fruit cocktail on your table, you can make a fast association with the graphics you see in the walls, uniforms, packaging and in the menu. We wanted to create a brand that speaks in many forms with a strong and simple visual impact.

31 fruits where deconstructed in 3 different levels, giving us a total of 93 illustrations/icons and a 14 color pallete. The reason for having 3 different levels was communication and functionality, depending on where it was applied. For example, the menu changes a lot since it’s based on the fruits available on a specific season, so we used the simplest abstraction (level 1) and made magnets so that you could easily change and update the menu any time of the year. For the posters and art work we use a more structured and figurative abstraction of each fruit (level 2), and for packaging and animations for social media we use a “smashed out” version (level 3) of the fruits. The brandbook has specific application rules as to where an when each illustation should be applied so that the the brand’s communication works strongly in it’s different contexts.

As a result we have a simple and fun brand that interacts with it’s clients in many ways and forms, while communicating information of all it’s basic ingredients.