La Peña

In an increasingly competitive coffee shop market, La Peña emerged with the purpose of occupying a distinctive space, combining the refinement of a boutique café with the warmth of a welcoming environment. The challenge was to create a visual identity that reflected this premium positioning while establishing a genuine connection with the audience, positioning the brand as a meeting point for experiences, not just consumption.

The project focused on translating the business’s purpose into a coherent and memorable visual system. The strategic direction drew from attributes such as warmth, aroma, and exclusivity, exploring the duality between tradition and modernity. The handwritten typography conveys care, authenticity, and sophistication, while the stylized cup icon positions coffee as the central element of the sensory experience. The earthy color palette reinforces coziness and familiarity, creating a visual presence that stands out both in digital communication and physical locations.

With the new identity, La Peña now projects a higher perceived value, attracting a discerning audience willing to invest in quality experiences. The brand evolved from being just a coffee shop into a lifestyle symbol, strengthening its local presence, increasing customer flow, and consolidating its position as a reference for sophistication and warmth in the food and beverage segment.