Case 04 Branding · Isologo · Brand manual

Cacique

A brand that had to say Patagonia and precision at the same time — without falling into the ease of a feather.

Wrapped Cacique pickup truck in front of a mountain house at sunset, in Villa La Angostura
Client
Cacique — home care and assistance
Villa La Angostura · Neuquén
Role
Brand direction
With Lucía Domínguez · Al Sur Studio
Period
2025
Closed project
Scope
Brand kickoff
Isologo, 3 variants, manual and files
01
Problem

Cacique brings together a team of specialists covering everything a home needs: plumbing, roofs, electricity, the boiler before winter. One single place to ask, instead of looking for each trade separately.

The service rests on something simple: knowing exactly where the problem is and solving it without anyone having to explain anything. That called for a trade identity, not a real-estate one or a generic platform.

They launched in Villa La Angostura, with the intention of opening in other places later. The commission was limited and stayed that way: the identity kickoff. I worked on it with Lucía Domínguez, from Al Sur Studio.

02 · The idea

An isologo that's recognized quickly and doesn't illustrate the name.

The most widespread triviality with this name is the feather: if it says Cacique, there has to be a feather. We moved away from that. The arrowhead came in from another angle —as a pointer, not as ornament— and that double reading is what solved the symbol.

Ancestral layer
The arrowhead

The name, resolved through form and not through illustration.

Operational layer
The precision pointer

It points to the target: the client's real need, not the generality.

Geographic layer
The mountain peak

The Patagonian origin, inside the same silhouette.

The three layers share one single stroke, contained in a circle. Enclosing it is what allowed the brand to work the same embroidered on a jacket, engraved on an access plaque or at 20 pixels in an avatar.

Vertical Cacique isologo: circular isotype above the logotype
Isologo · vertical
Cacique logotype with the aqua-green vertex on the A
Logotype · specific cases
Stone access plaque with the isologo and the legend Cuidada por Cacique
The application that defines the service: the access plaque. “Cuidada por Cacique” (“Looked after by Cacique”) is the brand working as a guarantee at the entrance of every house.
03 · The system
Color
Primary
#31383b
Pantone 447 C
C20 M0 Y0 K90
Secondary
#003946
Pantone 309 C
C100 M60 Y60 K50
Details
#74dec0
Pantone 3375 C
C53 M0 Y0 K36

A tool-graphite gray as the base, the deep blue of the lake for solid areas and an aqua green that appears in small doses: the diagonal cut on the pickup truck, the vertex of the arrow, a detail on the plaque.

Typography
CACIQUE Lemon Milk
Medium

Headlines. Sans-serif, highly legible, with the wide capitals that give it presence over photos.

Avenir Next Medium

Paragraphs and text. Holds the visual air without competing with the headline.

Three variants

Vertical, horizontal and standalone logotype for specific cases. Each with its own clear space.

Minimum sizes

250, 150 and 20 px in digital; 90, 50 and 5 mm in print. Different size, different variant.

Misuse

Sixteen illustrated cases, including the most likely one here: the brand on a photographic background without contrast.

Cacique team in uniform and caps in front of two wrapped pickup trucks and institutional flags
We delivered the files so they can spread across web, social and physical. Fleet, apparel, caps and flags: they built the first rollout themselves with that kit.
What it left me

A well-closed kickoff is enough for the brand to walk on its own.

Supporting production isn't always necessary. With the system defined, the manual clear and the files delivered, the client applies it better than you'd expect. Here, moreover, the brand had to be ready for what the business wasn't yet: more trades, more services and other locations beyond Villa La Angostura.

Developed together with Lucía Domínguez — Al Sur Studio.

Let's work together

Do you need a focused identity, well resolved, with a manual the team can use on its own?

That's Cacique: isologo, system and clear rules. Nothing more, nothing less.

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