Food retail with its own deliveryBranding

Everything behind a single box

LLC formation and its paperwork, a complete brand identity with its manual and applications, and the website with the product catalog, for a food business that runs its own delivery.

Client: HALZAS
Business type: Food retail with its own delivery
Service area: Branding
Year: 2026

Services delivered

LLC Formation
Paperwork & Filings
Brand Design
Identity Manual
Brand Applications
Web Design
Product Catalog
Hosting & Deployment

3the layers that had to be built before the first box went out: the entity, the brand and the catalog

The challenge

There was no company. No legal entity, no paperwork, no name worked out, no image to put on a box, and nowhere to show what was for sale. There was a business idea —food with its own delivery— and nothing else. That imposes an order you cannot skip: you don't design the brand of a company that doesn't exist yet, and you don't publish the catalog of a company that doesn't yet have a face.

What we did

It was built in three layers, in that order. The first one isn't visible: forming the LLC and getting the paperwork in order, which is what makes everything else possible. The second is the brand. The symbol crosses two things the business does at once —a falcon's open wings and a stacked crate— and resolves into four chevrons that read the same on the side of a cardboard box as in a favicon; from there come the gold, the deep blue and the typeface, and all of it carries down to stationery, shipping boxes, the delivery uniform and tableware. The third is the website, with the catalog: a page per product, the price up front, and the price per pound on anything sold by weight, which is the only thing that really lets you compare in food retail.

The result

A company that exists on all three planes at once. Legal from day one. With the brand placed exactly where the customer runs into it: the box that arrives at the door and the backpack they see coming down the street. And with a catalog that can be shown with a link instead of described. What was an idea now has paperwork, a face and a storefront.

I want a project like this

The brand manual

The manual was delivered in Spanish; the pages shown here are the originals.

A falcon and a crate, in one piece

The symbol isn't decoration: it comes from crossing two things the business does at once. A falcon's open wings, for the speed of the delivery, and a stacked crate seen in perspective, for the stock and the range. What's left of that crossing is four chevrons, and that simplicity is what lets it hold up equally on the side of a cardboard box and in a sixteen-pixel favicon.

Four backgrounds, four fixed versions

The logo was delivered resolved for the four backgrounds it was going to meet: the brand's deep blue, the gold, white and dark grey. It isn't one version and a set of workarounds. Each one is fixed, with its own symbol and wordmark colour, so nobody has to decide on the fly what to do the day the background changes —which is when a brand falls apart.

Spem, and why the site doesn't need it installed

The logo is built on Spem, a wide-stroke uppercase typeface. On the web nothing depends on it being installed on anyone's machine: the logo files carry the letters converted to outlines, so they draw the same in any browser. The originals were tied to a font format browsers dropped over a decade ago, and the logo would have rendered in the system typeface without anyone noticing until it was live.