La Flor

A closer look at my process for a coffee identity project.

It began with an instagram mood board. Essentially the client tagging me in dozens of images that felt on brand for them. Aspirational vibes.

Drawing over the more pronounced shapes with a restricted palette gave me an abstract look at the colors driving the feel of their soon-to-be brand.

Limited the palette further.

Next, I line traced over some of the iconography and type that resonated with the client. This helped clarify the casual outline style and softer type that would guide the identity.