Costa Caleta
Honoring tradition, embracing innovation and inspiring a fresh purpose.
Costa Caleta is a banana company with over forty years of experience dedicated to the harvesting, packaging, and distribution of bananas from Gran Canaria. Its mission is to offer high-quality fruit while ensuring sustainable practices at every stage of the process.
Costa Caleta is a banana company with over 40 years of experience, specializing in the harvesting, packaging, and distribution of bananas from Gran Canaria, Spain. Its mission is to deliver high-quality fruit while ensuring sustainability at every stage of the process. The challenge was to update its visual identity while preserving its essence—keeping Canarian banana-growing traditions at the core and translating them into a contemporary, adaptable visual language.
The logo emerged from a graphic exploration combining a feminine figure with elements of traditional Canarian attire, alongside the creation of a custom typeface.
This typeface was developed by extracting a unique stroke from the original logo, designed by a renowned Canarian artist. The result maintains an artisanal character while adapting to the modern need for versatility across both offline and digital communication.
Using the custom alphabet developed for Costa Caleta, various sub-brands were built—ensuring graphic consistency and a unified brand identity across all applications.
The system also allows for the seamless integration of new sub-brands in the future, ensuring a cohesive and scalable visual identity strategy.
The new identity stands out for its remarkable flexibility, adapting to different formats and contexts.
A compact version of the logo was created for limited spaces, ensuring brand consistency and presence across both digital and physical formats, regardless of scale.
For the brand’s digital launch, the new visual elements were applied consistently and strategically across all channels.
The color palette reinforces brand identity, while the visual and verbal tone conveys coherence and authenticity in every piece. The proper application of graphic resources not only enhances visual recognition but also effectively connects with the audience, strengthening Costa Caleta’s renewed image in the digital space.
Global Brand Identity Redesign. Brand creation, visual identity, logo design, typography, brand implementation and activation. Art direction, audiovisual direction and production, and content creation.
Brand strategy & digital launch: @CanariasComunicación
Photography: @zhana_yordanova