ATOS is the materialization of the multi-artist Daniella Bertolotti.

Currently, her creative expression connects with the world through her ceramics. But when Daniella first came to Arribada, the challenge was different: how to transform her essence and ideas into a café that wouldn’t be “just another café.”

This was the main feedback she had received from investors when they analyzed her business model. The numbers made sense, but the business structure lacked differentiation. And after testing a few generic ideas, we came to the conclusion that nothing is more unique than her own authenticity. That’s when Arribada began what we would later call her “Essence Identity.”

Essence Identity differs from traditional branding in a meaningful way. While branding focuses on personifying the brand (making it more human, with more personality), Essence Identity identifies the full personality, complexity, journey, preferences, and desires of a human being and translates that into something tangible and commercially viable.

Daniella’s Essence Identity goes far beyond the café. It reflects who she is in such a genuine way that it became a strategic tool and creative guide for developing future commercial projects. That’s exactly what happened when she decided to turn her ceramics hobby into a business. She didn’t struggle with questions like what the visual identity or tone of voice should be — she used her Essence Identity to build a brand fully aligned with her authenticity.

Arribada was also part of the first Photoshoot and Creative Direction for Social Media, the Launch Strategy for the brand’s first fair, and a continuous exchange of experience and trust in this partnership, built since 2022.