Felix

We designed an exclusive series of credit cards for Felix, Central America’s largest and most iconic high-end department store. Known for its heritage and curated luxury, Felix needed a card system that reflected its elevated brand experience.

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Every design element was executed with precision and purpose. From material choices to finishes and typography, each detail was carefully considered to evoke a sense of refined exclusivity.

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We developed a tiered system of cards—entry, premium, and elite—each conveying its own level of status and sophistication. Colors, textures, and metallic treatments were thoughtfully selected to ensure visual and tactile differentiation while remaining cohesive as a branded family.

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The result is a collection of cards that function both as financial tools and status symbols, seamlessly extending the Felix brand into the everyday lives of its most loyal customers.

We also created the naming and branding for their loyalty program: Soy. Felix.