Frutero Club

The context

Frutero Club is the Mexican builder community at the intersection of AI and crypto — a network of hackers, founders, and creators across LATAM. It combines mentorship programmes, hackathons, and a physical hub in Chopo, Mexico City. Frutero is always open: showing up, asking for help, and building together. Backed by Base, Scroll, Avalanche, and other leading web3 protocols.

The problem

Despite being a reference point in the Mexican and LATAM builder community, Frutero didn't have a brand that captured its identity or the plans it had for 2025. The community was at a moment of maturation (no pun intended) (evolving from a builder community into a hub of resources for builders becoming founders) and everything about how Frutero showed up in the world needed to reflect that shift.

The challenge was to build a brand system with enough personality to carry Frutero's builder energy, and enough structure to scale across every surface the community would keep expanding into: website, social, events, physical spaces.

What I did

• Built the Frutero brand system: visual identity, illustration style, typography, and color language rooted in the fruit-driven world of the community
• Researched hub-style references (BuidlGuidl, OrangeDAO) to understand how similar communities carry brand across information-dense surfaces
• Designed the website as the first full application of the brand system: layout, components, and hierarchy built to hold everything Frutero would ship next
• Established the full design system, ready to be extended into future surfaces
• Built the prototype in Figma, ready for development handoff

The result

Gave a new identity to one of LATAM's most active builder communities. Since the launch, Frutero has been running events, onboarding new cohorts, and growing its presence across the region. The design gave the brand a visual and narrative space it needed to keep scaling: playful enough to feel local, structured enough to earn the trust of serious builders and partners.