Wawa, Juan Duque Brand

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DATE: 2023 · CLIENT: JUAN DUQUE, ARTIST

WAWA, JUAN DUQUE BRAND

REBRANDING AND GRAPHIC BRAND STRATEGY.

Juan Duque is one of the emerging reggaeton artists with the most potential in Colombia. This might sound like any current headliner, but for this project, Juan Duque is a family and friends that are now family's dream. It all started in a living room and has grown to numerous stages across the country and its surroundings. Alongside Juan and that group of dreamers, a community grew, inspired by music, finding a safe space where problems blur, and everyone's feelings become a meeting point.

THE WORDMARK

Juan Duque, as a brand, had organically established an identity for its audience. We knew we were talking about nostalgia, and that we had matured as a brand, and that's what we wanted to reflect in our logo. A retro typography that allows creating a neutral identifier for a broad and changing graphic world.

THE BRANDMARK

What represents and empowers a movement? A symbol. To represent our community, we created a character based on the essential elements of the brand: love or heartbreak, music, and the emotions it can represent. Wawa, as a symbol, has emotional roots, a sense of belonging. It can be adapted to different situations expressing feelings. The character's anatomy should be preserved and transformed, ensuring it remains aligned with the essence of the brand.

OUR "CODES"

We speak like people do, on the streets, with friends, or in the family. We say what many keep silent, what society criticizes and is an open secret that everyone hears. Humor is our best tool, making our voice authentic, charismatic, and close. We speak with conviction about who we are but also with empowerment for what our community achieves alongside us.

We are the buddy you can talk to freely, the one who listens and is listened to, the one who finds a joke in every situation, laughs at life, and, despite everything, lives happily in the same.