La Salsa del Pueblo: Branding con sabor a trópico

At Calidoscopio, we believe that design goes beyond aesthetics—it is a tool for storytelling, connecting people, and giving identity to cultural movements. A clear example of this is La Salsa del Pueblo, a project born from the intersection of music, community, and design.

A year ago, during the Lisbon winter, we met Rosario, a Colombian who has ignited the salsa scene in Lisbon with her project @la.salsa.del.pueblo. We crossed paths at @bus.Paragem.cultural, a space where, despite the cold outside, the heat and humidity of the dance floor transported us somewhere else. Salsa felt alive—not just as music but as a meeting point for those who carry rhythm in their hearts.

From that encounter, an idea was born: to give La Salsa del Pueblo a visual identity. In an afternoon filled with sketches and conversations, we explored references from vintage salsa vinyl covers, posters from popular dance halls, and the retro graphics that define the genre’s history. The result was a typographic brand full of character, evoking the nostalgia of analog sound and the energy of the community that keeps it alive.

For us, this project is an example of how branding can strengthen cultural movements and help them gain greater visibility. La Salsa del Pueblo is not just a logo; it is an identity that represents those who ensure salsa keeps playing in Lisbon. If you have a project that needs a visual identity with soul and purpose, at Calidoscopio, we’re ready to bring it to life. Because design is more than making something beautiful—it’s about building community.