PineUPple was founded in 1 April 2018. It is a media service platform about extreme entertainment and cultural leisure of the 21st century city dwellers.

PineUpple has grown from the legendary magazine UP, famous for helping residents of over 20 touristic cities in Mexico make their plans for life out of work. 

We equally like intelligent thick books and viral videos, we are equally serious about choosing a career and choosing a restaurant and are equally interested in the thoughts of a teenager and an important architect.

The visual identity aims to symbolize the playful spirit of the project. The spirit of extreme play. Or as we decided to call it - "STUP". Stup means to dive, to plunge. At the same time there is a sweet asociation with "stupid". Sometimes we need to be stupid - get off work and kick your free time off with some crazy activities! 

Pineapple was chosen because... well, everybody loves pineapples, don't they? Haha. Pineapples are cool and crazy dudes, and with funky hairstyle!  "A" was replaced by "U", thus forming UP, and this opened a window for the wholeness we were looking for. UP, UP and UP. 

#LOGOTYPE #PINEUPPLE   #UP

Composed horizontally and with a big accent on UP, the lettering has a set purpose: to introduce the idea of the playful pineUPple right off in the logo. The logotype remains simple and contemporary, and has a great visual impact when used for signage and digital interfaces.

ST.UP

1 n a dive (especially in sport), a plunge

2 shortening of stupid

Wordplay intended. 

Dare to stup up | Dare to step up | Dare to be stupid | Dare to do crazy things | Life is short, stup up | Dive into the extreme | Dive into chaos | 

The word was carefully chosen to match the logo, the concept and the identity the company is aiming at.