Brewing Tradition:
Elevating Cafe Vallarta's Identity
Project: Cafe Vallarta Identity Revitalization
My Role: Creative Lead / Visual Designer
Who I Worked With: Collaborated with the U.S. business partner for Cafe Vallarta.
Background:
Cafe Vallarta, a cherished family-owned coffee company from Puerto Vallarta, Jalisco, Mexico, has been serving its flavorful brew to locals and tourists for over two decades. Well-established in local establishments, including restaurants, hotels, churches, and private businesses, the coffee brand is embarking on a new journey to share its rich tradition beyond Puerto Vallarta.
The family aims to evoke the essence of cherished moments – the first cafesito, the memories of the initial visit, and the anticipation of planning the next one.
Design Process:
Embarking on this visual journey, I delved deep into the vibrant tapestry of Puerto Vallarta's culture. Drawing from personal experiences and cherished family stories, I found inspiration in the iconic "Boy on the Seahorse" statue - an enduring symbol of the city's spirit. From there, concept development unfolded, with the aim of translating the warmth and cultural richness of Cafe Vallarta into a compelling visual narrative.
My goal was clear: to craft a brand identity that seamlessly blends tradition with modernity. Thus, the logo emerged as the cornerstone of the brand, a harmonious fusion of seahorse imagery intertwined with traditional Mexican elements. Extending this visual language, I meticulously crafted packaging designs that not only preserved the quality of the coffee but also served as canvases for storytelling.
Conclusion:
By infusing tradition into every facet of Cafe Vallarta's identity, the revitalization effort has successfully captured the heart and soul of Puerto Vallarta. Now, poised on the brink of an exciting new chapter, the brand invites coffee lovers to indulge not merely in a cup of coffee but in a profound cultural experience, steeped in the rich heritage of Puerto Vallarta.
