Strategic branding for a specialty coffee shop in Barcelona
About the project
MyFriend Coffee is a family-run coffee shop in Barcelona, renowned for its friendly service and carefully curated product offerings: specialty coffee, artisanal baklava, and a selection of their own creations.
The brand needed a visual identity that reflected this authentic experience: honest, warm, and full of personality, but without resorting to generic visual conventions in the industry.
The goal was not only to modernize the aesthetics but also to build a clear, recognizable brand poised for growth.
The challenge: to translate closeness and quality into a brand system
MyFriend Coffee already had a great product and a close relationship with its customers, but its visual identity didn't reflect that value.
The main challenge was to build a brand that:
Conveyed the friendly, personal nature of the business
Communicated quality without being pretentious
Worked across packaging, menus, and printed materials
Maintained consistency as the business grew
The key wasn't adding complexity, but rather visually organizing what the brand already was in practice.
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.
