When Qualiplaza joined us, it was a renowned imported goods bazaar with a wide variety and quality of items. Its management was clear that they were looking to grow, but initially, their focus was on strengthening physical sales from their local store. It was at that point that we began our work with esencia: not only to redesign its image, but to rethink its future potential together.
As a team, we decided to go beyond the aesthetic redesign. We began by understanding its product universe, the type of customer it attracts, and, above all, its founder’s dream.
Qualiplaza’s new branding is visually inspired by major American retail icons like Costco and Target. This was no coincidence. We knew that their customers recognize the quality of products imported from abroad, especially from the US, and we sought to generate an immediate visual connection with that universe. The choice of colors, typography, graphic design, and communication tone were designed to project trust, modernity, and closeness.
Today, Qualiplaza is not just a physical store, but an expanding brand with a digital presence and a growing community that recognizes its value. For us, this project is more than a visual transformation: it is an example of how a clear vision and strategic support can open new business horizons.
The «Q» suggests quality and becomes a distinctive symbol. The leaf as a detail in the letter Q conveys a sense of naturalness, authenticity, and a connection with high-quality, carefully selected products. This isotype evokes values such as trust, tradition, and a commitment to authenticity, reinforcing a clean, friendly, and professional visual identity.
With our partner, Culture, we developed Qualiplaza’s DNA and brand culture under one word: happy. We discovered that selling quality products isn’t the end, but rather the means to something deeper: contributing to people’s everyday happiness. From a picnic, a loving gift, or a family game, Qualiplaza aims to be present in those moments. Its purpose is not just to sell, but to make every customer happy, adding emotional value to every choice.
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