CUPÁN — Identity, Branding & Creative Direction

There’s nothing more human than the desire to be understood.Than wanting to leave a mark that says: this is me.

A logo is not just a symbol.It’s a decision. A statement. A mirror.

A brand isn’t born from a briefing.It comes from contradictions, from what’s chosen and what’s left behind.From everyday gestures, from what’s said without words,from the way an idea is inhabited.

Cupán is that: essence made form. Identity translated into image.And a video that doesn’t sell — it reveals.

Because when a brand begins with who we are, it connects. It resonates. It stays. There is nothing more strategic than being authentic.Nothing more powerful than showing yourself.

Cupán is a contemporary ceramics brand that reimagines a familiar object — the take-away cup — to give it weight, permanence and presence.

A piece no longer thrown away: it stays. Like the ideas that come from truth. Like the symbols that carry meaning.

Behind it, there’s more than a brand. There’s a generation. A sensibility.

An artist who doesn’t just shape ceramics, but offers a new way of seeing the ordinary.This was an exercise in translation:from essence to form, from identity to symbol, from person to project.

Cupán doesn’t just speak of ceramics. It speaks of memory. Of the present. And of how a brand can be as human as the one who creates it.