designed to be enjoyed
The color palette moves away from the expected codes of organic products. Instead of soft pastel greens, Goxo embraces earthy yet vibrant tones. Warm, grounded colors that still feel alive and appetizing. This contrast reflects the brand itself: natural and honest, but never dull or predictable.
More than a visual layer, the identity supports a way of consuming and relating to the product. Goxo’s jars are designed to be reused, with refill options that encourage continuity over disposability. This approach reinforces the brand’s values.
Goxo is not just about tea. It’s about creating space for flavor, for warmth, for slowing down. The identity reflects this philosophy, turning a small daily ritual into something genuinely enjoyable and full of flavor.
slowing down, tasting more
The visual identity translates this into a system that feels calm yet distinctive. The logo is based on a custom typographic construction, with soft, rounded forms that convey warmth and ease. Generous spacing between letters introduces a sense of air and lightness, making the wordmark feel unhurried and approachable. The structure allows it to shift into a square format, creating a more contained presence.
This version of the logo is framed by a rhombus, a shape that becomes a key element across the identity. Repeated throughout applications, it builds recognition while adding a subtle sense of structure and continuity. It acts as a quiet container, framing, and reinforcing the idea of a moment set aside.
Beyond the logo, the identity expands into a flexible visual language. The rhombus evolves into a system of shapes that structure compositions, guide layouts, and create rhythm across touchpoints. Typography follows the same logic as the logo: clear and readable, yet with enough personality to feel close and human.
Goxo was built on a simple but meaningful idea: slowing down should feel good. In a context where everything moves fast and stimulation is constant, taking a break often becomes an afterthought. Goxo responds to that need with a collection of caffeine-free teas and infusions, made from organic agriculture, designed to be enjoyed without urgency. Warm, comforting, and full of flavor, they invite you to pause, rest, and reconnect with a quieter rhythm. Goxo, meaning “cozy” and “tasty” in Basque, captures this feeling at its core.
We approached Goxo not just as a tea brand, but as the creation of a mood. A soft, grounded space where taste and calm come together. The identity is built around this balance between comfort and character, simplicity and intention. Every element was designed to express that subtle pleasure of being “a gustito”: at ease, present, and enjoying the moment.
Goxo
A gustito in every sip: visual identity and packaging for Goxo
Brand strategy, visual identity (logotype, typography, color strategy, iconography, visual elements, imagery, animation style, guidelines), packaging design, stationery design.
