MyFriendCoffee had a great product, but their image communicated a neighborhood coffee shop rather than a specialty one. We aligned who they are with their branding, and they went from an empty shop to opening their third location in Barcelona.

About the project

MyFriendCoffee was born with a brutal product and a great menu, but their image communicated the codes of a conventional neighborhood coffee shop. There was a clear gap between the actual quality of what they offered and what people perceived from the outside.

What was the problem?

The gap between what they looked like and what they sold was so big that it stopped people from valuing what they had right in front of them. We helped MyFriendCoffee be seen, and with that, people finally valued their coffee, their food, and their service. Sometimes your business is doing well and you know your worth, you just need to make others see it. That is why we are here, to help you make others see it.

Understanding the market before designing

We analyzed the specialty coffee shop scene in Barcelona and detected a highly repetitive, barely differentiated visual language, which their location wasn't using to its advantage either.

Redesigning from the foundations

Facade, packaging, business cards, menu, and printed materials, all built on three pillars: close and family-like service, a quality product with a special focus on handmade baklava, and an honest experience without forced speeches.

The result

By changing the facade, packaging, and graphic universe, the perception shifted immediately, and visits increased organically. Today, MyFriendCoffee has three locations in Barcelona and is the most well-known halal brunch spot in the city.