Brand Identity & Strategy

Gozos

Full brand identity for Gozos, a concept for a Venezuelan arepa café in Brooklyn. The name comes from a simple idea: arepas are pockets full of joy, and joy means gozo in Spanish. That connection became the strategic starting point for the whole identity: joyful, character-led, and built to feel like a fresh, design-forward take for a Venezuelan food staple. Name, mascot, guidelines, and applications all follow from that one idea.

Client
Gozos
Discipline
Art Direction & Brand Design
Tools
Procreate, Illustrator, Figma, Photoshop
Hands pressing a Gozos sticker onto a wrapped arepa
Gozos wrapping paper with the repeating wordmark, sealed with a mascot sticker Kraft takeaway bag with the Gozos mascot and wordmark
Gozos business cards, pattern side and contact side
Iced coffee cup with the Gozos lockup Hot cup with the Gozos mascot
Gozos storefront window with the mascot, wordmark and opening hours
Yellow A-frame sidewalk sign outside the shop Illuminated blade sign with the mascot, at night
Gozos menu panels, arepas and cafe
No forks given sweatshirt, back print No forks given tee, back print
Gozos tee, front print
Go deeper See the full brand guidelines
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