Identity for ‘El Rayo’ (eng. thunderbolt), a chain of family-owned department stores in Costa Rica.
In order to keep the business growing, ‘El Rayo’ needed to adapt to modern-day reality. They are planning to enter into a digital world, develop social media, e-commerce and focus on an ever-evolving clientele. They have a lot to say and feel ready to participate more actively in the life of a local community. We helped them to update their logo and symbol and to obtain their own voice, introducing a simple typographic system into the communication ↓