Fuentebuena
Designing a new brand identity for a fintech holding dedicated to improving lives through innovative and accessible financial services. The birth of Fuentebuena is a story of growth, opportunity, and transformation.
Client
Fuentebuena
Industry
Finance
Service
Naming
Brand Identity
Positioning
Duration
12 Weeks
Overview
Fuentebuena is a Mexican company with over 15 years of experience helping people achieve their goals and dreams through innovative financial solutions. In an industry plagued by low credibility and low levels of customer satisfaction, Fuentebuena stands out with an impressive 98% satisfaction rate among its clients and users. The challenge was to craft an entirely new brand identity for a holding company—one that tells a compelling story of personal growth, financial empowerment, and inspiration.
Challenge
How do you build a new brand on the foundation of two well-established and successful ones? By bringing the best of both into something greater. The challenge wasn’t just about designing a visually striking identity; it was about developing a full-fledged visual ecosystem that embodied the most valuable attributes of Fuentebuena’s top financial products. At the same time, the brand needed to tell a fresh, inspiring story that resonated with every key audience.
Solution
It all began with a small town called Fuentebuena. Historically, the olive tree has symbolized abundance, renewal, and longevity—a source of prosperity for entire civilizations. Inspired by this meaning, we discovered a hidden gem on the outskirts of Spain: a town named Fuentebuena, home to one of the oldest and largest olive trees in the world. This town’s name, rich history, and symbolism became the foundation of a brand dedicated to stability, growth, and financial well-being.
Outcome
The result is a meticulously crafted brand identity that fosters innovation and embraces technology while maintaining a human-centered approach. Fuentebuena is more than just a financial company—it’s a movement designed to improve lives, offering financial empowerment while responsibly creating value for its stakeholders.
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