hugo

hugo was relaunched as the first SuperApp of Latin America, marking a new chapter in its growth. During the early stages of branding exploration, several icon concepts were tested, but the final direction focused on refining the original wordmark—revamping the typography with geometric, cleaner shapes and kerning adjustments for improved readability. A cohesive colour palette was maintained, while new modern brand elements were introduced to elevate the system. The visual refresh extended across app and web illustrations, promotional and marketing materials, and even environmental design for hugo’s office space. The result is a unified, versatile identity that feels bold, fresh, and future-ready—reflecting hugo’s ambition to lead in the digital space across the region.