Clarity is not optional.
Most brands don’t fail because of bad ideas.
They fail because they’re unclear.
Founders often believe they already know what their brand is.
And internally, that might be true.
But what makes sense inside a company doesn’t always translate to the market.
That’s where brands start to lose strength—
not because they lack value,
but because they lack clarity.
WHAT WE DO
At Misto, we don’t start with design.
We start with understanding.
We work through ideas, structure them, challenge them, and turn them into something coherent, intentional, and usable.
We don’t invent brands.
The essence is already there.
We make it visible.
Branding is a system that allows a business to
be understood, be remembered and compete with intention.
Every decision we make is guided by that.
Because a brand that looks good but lacks structure will eventually lose relevance.
Our work sits at the intersection of strategy and execution.
We help founders and teams move from intuition
to clear, structured brands that perform in real markets.
Not just visually, but commercially.
Misto is a small, focused team working across strategy, design, and digital.
We collaborate closely, think critically,
and stay involved throughout the entire process.
Cesar Jarrín
Founder — Strategy & Brand Direction
Lucia Baertl
Strategy, Graphic Design & Illustration
Rick Tohme
Consulting & Sales
Cristina Moreno
Strategy & Social Media Direction