Lupwi

An identity designed to turn an ancestral superfood into a modern experience

LUPWI needed a brand identity capable of expressing its heritage, strengthening its market presence as a premium Andean superfood, and building a meaningful connection with conscious consumers. The project brought together strategy, visual identity, and packaging to transform a nutritious lupine beverage into a recognizable, sustainable system built for growth.

Project Scope

  • Brand Strategy

  • Rebranding

The Challenge and Strategy

  • Visual System

  • Packaging

  • Key Messaging

  • Art Direction & Textures

LUPWI had a unique, highly nutritious product rooted in sustainable Andean agriculture, but competing in the modern functional beverage market required a high-impact brand presence. The challenge was to position an ancestral ingredient into an appealing contemporary brand while clearly communicating its health benefits, social impact, and eco-friendly commitments across packaging and retail channels.

We defined a strategic direction centered on the purity of its ingredients, modern Andean heritage, and the emotional value of healthy, conscious living. This framework guided the development of a flexible visual system built around circular elements and subtle Andean textures—designed to highlight natural flavors, improve shelf differentiation, and reinforce the brand’s commitment to sustainability.

The strategy aligned LUPWI’s visual expression with its social and environmental purpose, transforming an Ecuadorian superfood into a scalable, market-ready beverage brand.

The Solution

We developed a custom typographic identity with subtle Andean features, balancing ancestral root elements with clean, modern aesthetics. The system combines a recognizable logotype, expressive natural palettes, and circular compositions that position the ingredients as the central visual story. Every asset—from the key sustainability messages to the recyclable packaging—was designed to create continuity across product lines and communicate health, transparency, and care for the planet. The result is a coherent, high-impact identity prepared to support LUPWI’s expansion into national and international markets.