Today we're launching Frutero's new look. It isn't a fresh logo and nothing else: it's a new way to show who we are and how we work. This is the log of how we got here.

The inspiration

Frutero started as a group of LatAm builders helping each other get better. That grew over the years, but the brand fell behind. It never told the part we care about most: here, talent gets proven, not bragged about.

So we went back to a simple idea. Frutero is a publication and a game at the same time. On the outside, a community magazine: what people ship, win, and build, on warm paper with an editorial tone. On the inside, a console: your profile, your reputation, and the opportunities you unlock. That double nature, public and private, reading and play, is exactly the one the old identity never let you see.

The decisions

The first decision was to treat the brand as two surfaces. The public side is flat and editorial, made to be read: hairlines, ink rules, no shadows or effects. The members' side is the console, with more texture and more play. One brand, two registers, with a rule against mixing them.

The second was the type system. Four typefaces with clear jobs: Bitter for headlines, Geist for the interface, IBM Plex Mono for numbers and indices, and Petrona for long reading. Magenta is the primary color and also punctuation: every full stop is the brand's dot.

The third was retiring levels. "Leveling up" sounded like a ten-year-old video game and, worse, measured the wrong thing. In its place we put $PULPA, the community's reputation currency, and three tiers (Community, Club, and Contributor) that reflect what you actually contribute. It all sits under one promise: build, prove, unlock real opportunities.

The brand kit

The palette starts on warm paper (#f9f5ef) with dark ink, magenta (#c4088f) as the lead accent, green for what's verified, and orange for warnings. A dark background, the "frame", wraps both the publication and the console.

The typefaces are Bitter, Geist, IBM Plex Mono, and Petrona, each with its role. We added our own glyph set for the sections and a newspaper nameplate that signs every edition. At the center of it is the verifiable profile: proof of what you've done, not a promise of what you say you'll do.

The vision

Going forward, the reputation you build here belongs to you and travels with you. The next piece is the opportunity directory (income, experience, and connections), wired to those profiles, so that proving what you know opens concrete doors.

And there's something else on the way: an agent that represents you when you're away, able to speak for your profile so the community keeps playing with you even when you're offline. Frutero always lived halfway between a magazine and a game. The brand finally says it out loud.