Coppel Tecnología
Giving Mexico’s Retail Giant a High-End Upgrade.
Back →Categories: Brand strategy, Logo design, Visual identity, Verbal identity, Brand guidelines, Web design
Year: 2025
To position Coppel as a lead player in the tech-retail world, we engineered a system that makes the world’s premium brands feel right at home on every shelf.
For a massive ecosystem like Coppel, the biggest challenge wasn't just selling gadgets; it was overcoming a "budget-only" reputation. We reframed the entire category to show that Coppel isn't just a place to buy tech—it’s the destination for the best tech. By stripping away promotional noise, we implemented a world-class aesthetic that treats every product like a hero. We adopted the sleek, intentional minimalism of global tech giants to give the market a reason to trust Coppel with their most important purchases. We organized the chaos through controlled contrast and intentional hierarchy, proving that simplicity is the smartest way to manage massive scale.
“En Tecnología, Coppel es lo más” became the creative and strategic core of the category. We anchored this in a cultural shortcut: "Lo más." In Mexico, these two words are the ultimate "if you know, you know" for the best of the best. It’s a simple, honest idea that bridges the gap between a friendly neighborhood store and a premium boutique. No marketing fluff, no pretentious gibberish—just a clear, recognizable signal of quality.
From this foundation, we designed a visual identity system built to organize complexity.
Color, gradients, textures, and composition were conceived as tools for hierarchy and clarity. The system establishes defined visual territories and a consistent rhythm, allowing multiple brands and messages to coexist without competing for attention. This framework now powers multiple campaigns across every sub-category within Coppel.
Photography played a key role in humanizing the brand. Products are shown in motion and in real interaction—never as isolated, cold objects. The lighting and framing feel modern and dynamic while remaining grounded. Technology appears as part of everyday life: an attainable aspiration.
From Hard Sales to a High-End Tech Destination.
The verbal identity follows this same strategic principle. Coppel communicates with confidence, avoiding technical intimidation while maintaining total credibility. While the language adapts by context, the personality remains constant: close, reliable, and oriented toward guidance rather than persuasion.
Our messages trade technical jargon for the voice of a friendly, resolutive guide. We made the journey to a new phone or laptop as intuitive and exciting as the device itself. This shift turned a simple transaction into a tribal choice, proving that for Coppel, the true value isn't just the price—it’s the prestige of the brand you take home.
By humanizing the purchase journey, we transformed Coppel into Mexico’s one-stop shop for technology. Variety was communicated with intention, decisions were simplified, and emotion became the connective thread across every experience. The result? Making Coppel feel exciting, relevant, and truly accessible to every Mexican family.
Simētrica
Osvany Tolosa
Dania Gámez
Karla Ibarra
Sara Galván
Rodolfo Guerra
Valery Del Ángel
Andrea Almaguer
Production Co.
La Tuna
Nervio
Coppel
Ulises Álvarez
Sofía Moreno
Alina Cervantes
Alejandra Abitia
