Who doesn’t love a fun little typography trick in a logo? The most memorable branding knows how to use imagery to stick in your mind: most of us know to look for an arrow in the FedEx logo, or noticed how Amazon uses a clever arrow to communicate that they have everything from a to z.

The latest fun word (or letter) play comes courtesy of Gitanos, who quite literally flipped the monogram for Costa Rican food company Santa Eulalia on its head. By tipping over a serif “E,” they reveal something clever tucked in the negative space: a little house that highlight’s the brand’s connection to the home.