The iUPI Card brand identity was created within the Grupo Salinas portfolio to position the card as a smarter, aspirational option for customers in Mexico seeking global products, services, and lifestyle brands. Centered on the promise “The world’s luxuries, at your doorstep, for less,” the brand strategy intended to eliminate common barriers to international purchasing such as shipping restrictions, customs, duties, logistics, and uncertainty. iUPI Card was presented as simple, streamlined, professional, and value-driven. The resulting brand platform balanced practical savings with emotional appeal, encouraging customers to “Importa tu estilo” by making global shopping easier, more secure, and more accessible.

The visual identity system reflected this positioning through a clean, contemporary brand experience across card design, logo, color palette, typography, photography, web, print, and co-branded materials. The rounded iUPI Card logo and unique card shape established a recognizable signature, while the use of orange, warm gray, frosted plastic effects, and aspirational imagery reinforced the brand’s sophistication, accessibility, and innovation. Consistent guidelines ensured iUPI Card appeared trustworthy and desirable at every customer touchpoint, from homepage concepts and banner ads to co-branded applications with lifestyle and retail partners.