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MyFriendCoffee
About the project
MyFriendCoffee was built on an exceptional product and an honest concept, but its initial aesthetic communicated the codes of a standard neighborhood coffee shop. There was a clear gap between the true quality of their craft and how people perceived it from the street. The previous design did not reflect their actual value, creating an invisible barrier: the space lacked foot traffic because the target audience couldn't grasp the brand's worth from the outside.
Bridging the perception gap to unlock business scaling.
We didn't just apply an aesthetic band-aid or chase clone trends. The work focused on reshaping the visual identity from the foundations to align who they were with what they displayed. By transforming the storefront, packaging, and graphic ecosystem, market perception shifted instantly, and organic traffic surged. Design became the aesthetic catalyst for their expansion: today, MyFriendCoffee has scaled from a low-traffic location to opening its third spot in Barcelona.
Services applied to the project
Context analysis and brand perception
The specialty coffee shop landscape in Barcelona was analyzed, revealing a highly repetitive and undifferentiated visual language.
Customer perceptions were also considered: a friendly, welcoming coffee shop with quality products, but lacking a visual identity to reinforce that experience.
Visual Identity
An identity was designed to work seamlessly across various media:
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Packaging
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Business cards
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Menu
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Printed materials
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Future applications
The system allows for visual consistency without limiting the brand's evolution.
Positioning
The positioning was built on three pillars:
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A warm and friendly approach
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High-quality food products, with a special focus on artisanal baklava
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An authentic experience, free of artifice and forced messaging
This strategic framework served as a guide for all visual design decisions.
