guaja

guaja

guaja

guaja

guaja

guaja

guaja

guaja is a café, a coworking space, a space for short and long courses to take place, and also a bar that serves drinks, burgers and plenty more.

designed to be a platform of entrepreneurship, creativity and innovation, its main concept word has always been serendipity: the seemingly random, fortunate events in our lives that lead to great unforeseen consequences. 

guided by this, guaja in an effort with greco design made up a fruit. said fictional fruit is a metaphor of the space, of the values the company believes in. purple in nature, the fruit is tropical, succulent and grows in clusters of several different maturation states, sprouting randomly from a rhizome, a root that extends itself without boundaries.

after changing its model multiple times in order to make the space friendlier, more accessible to everyone, in 2019 guaja was grasping for a new look and feel.

we went full experimental

more than a simple logo, guaja’s new face is a system, made to be used by the community, serendipity is more visible than ever.

type it

for such a dynamic system, guaja earned itself a font: ’rizoma’ comes in two styles, and is an open source font. with it, you can create your own serendipitious guaja logo, apply in endless possibilities. we design the shapes and made them into a full fledged open type font. create your own here.

click it

renaming the word mark to include the company’s website is a brave take towards the digital era: the website joins the virtual and physical aspects listing events, including articles and presenting the space in a digital way.

stamp it

now applicable in any surface, in one colour or in black, the logo — and its deviations — now differ from the original watercolour scientific drawings, whilst still referencing it.

colour it

always experimental, guaja was never known specifically for the use of a colour palette. now with defined colours, summarising every aspect of the company becomes easier and smoother.