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Rico Coquito
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Behind the Brand
Turning a School Project into a Family Legacy
What started as a personal class assignment has grown into something real. Gabriel Rodriguez, owner and founder of Rico Coquito, took his expertise in brand design to create a product that honors his family’s legacy while introducing a fresh, modern identity.
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Rico Coquito
A storytelling-driven brand inspired by my Puerto Rican heritage and the Taíno coquí symbol.
This project explores how family tradition and cultural identity can shape a modern, artistic beverage brand.
Based on this tiny amphibian
The coquí is a tiny Puerto Rican tree frog known for its bright “co-quí” call, a sound woven into the island’s identity. To the Taíno people, the coquí symbolized protection, fertility, and the spirit of the natural world.
The iconic Taíno coquí symbol has simple, rounded lines and symmetrical form and captures the frog’s cultural significance while translating it into a timeless design. Today, this symbol serves as a bridge between nature, heritage, and modern visual expression.
The Rico Coquito Official Logo
I gave it an official color and turned the lines a bit. Nothing too drastic.
The x-value is the eye of the symbol. I use 2x to give it enough clear space.
The Official Rico Coquito Labels
The Thank You Tag
Nothing quite like a cute little thank you tag to make people feel special. I hope you feel special. You ARE special. No take backs.
