Xavier Design Company

Refined Adventure Rebrand Case Study

SCOPE OF PROJECT

Logo Design

Strategy

Branding & Identity Design

THE CHALLENGE

Make the Brand match the high touch feel of this quaint, family owned, sport fishing company and increase the visibility of the Oueso’s brand.

OUTCOME

A new logo, brand identity, that

supported Oueso’s as the premiere

Mexican sport fishing place that

caters to adventure seekers looking

to recharge and reconnect.

A new logo, brand identity, that

supported Oueso’s as the premiere Mexican sport fishing place that caters to adventure seekers looking to recharge and reconnect.

THE BEGINING

Initially beginning as a memorable trip to Mexico for Xavier Design Company's founder and designer, Yanis Xavier Castillo, where he met Pedro Luis "Queso" Flores at a local bar. Which evolved into a project to rebrand Queso's Sport Fishing situated on Baja California Sur, Mexico. Pedro was open to exploring a fresh strategy and brought Yanis on board to convey the narrative of Queso's Sport Fishing.

Brand Definition

By defining the brand, a clear roadmap and decision-making framework are produced for all future business choices. By checking against this statement, we can quickly see whether any decisions will help or hurt, focus or muddy, purify or modify the brand.

The use of screen sharing tools and video allowed for a thorough strategy session to be held remotely. A distinct brand narrative and voice for Queso's Sport Fishing evolved as a result.

During the brand attributes exercise, a pattern emerged in the cluster of words. "Adventurous, Connected and Professional" spoke to a more bespoke experience, while "Relaxed, Friendly and worry free" touched upon the values of this family owned and operated company.

Rebrand

Once the creative tone was set, I quickly went to work to capture a new identity system that reflective the "Refined Adventure" aesthetic. Working with typography, I was able to design a unique logo mark.

Testimonial

Pedro Luis "Queso" Flores

@quesos_sportfishing

“Working alongside Xavier proved to be a thoroughly enjoyable journey. He didn't merely provide exceptional support and understanding of my brand's goals and ambitions, but he exceeded expectations in bringing that concept to life.”