Brand purpose & architecture + empathy, market & trend research

LA MILLA

the challenge

This story begins with "we need a logo and a name", when two companies decided to work together instead of compete in the runners market in Bogotá.

what we did

We started by understanding the runners environment, mindsets and market, by making a full immersion into training, mystery shopper and trend research in a global and local context.

Then we set up brand purpose through insights and workshops to build a brand frame and guidelines with values and market differential. Finally the baby was born as a typographic premium approach, always remembering where it came from: merging two dreams into one.