Branding
Gente Delincuente
The brand is built on irony. Gente Delincuente represents street vendors and challenges the stigma attached to people because they work on the street—just like the brand itself.
It invites people to recognize and appreciate the richness of everyday life, especially in public and community spaces. Its purpose is to affirm the value and legitimacy of street vendors' work and encourage greater understanding and respect for them.
This reflects:
Appreciating the Everyday
Highlighting the value of the experiences and lessons we find in daily life and in our interactions with others in shared spaces.
Highlighting the value of the experiences and lessons we find in daily life and in our interactions with others in shared spaces.
Inclusion and Community
Celebrating the diversity and stories of people on the street, fostering a sense of community and belonging.
Celebrating the diversity and stories of people on the street, fostering a sense of community and belonging.
Everyday Wisdom
Recognizing the knowledge and wisdom found in ordinary people's lives and experiences—perspectives that are often overlooked in favor of more academic or elitist ones.
Recognizing the knowledge and wisdom found in ordinary people's lives and experiences—perspectives that are often overlooked in favor of more academic or elitist ones.
Accessibility
Showing that greatness and valuable experiences aren't reserved for exclusive places. They can be found in what's accessible to everyone.
Showing that greatness and valuable experiences aren't reserved for exclusive places. They can be found in what's accessible to everyone.
Results
Reached break-even within six months of opening and attracted interest from potential investors.