Originally, Puerto Rican company B. Fernández & Hnos. explored the possibility of having Digitalli Agency develop the brand book for “El Gordito de Marvel,” one of its most prominent brands. This brand, a leader in the hamburger category in Puerto Rico and famous for its unique flavor, had never had a brand book in its 60-year history. This had forced creative teams to work without clear guidelines, resulting in inconsistent graphic pieces that often confused consumers.