Client: La Deseada
In collaboration with: Setze Studio
Type of work: Branding, Art Direction and Graphics
Photos: Enric Badrinas
Realization: 2022
With its specialty coffees and artisan pastries as its flagship, La Deseada is making a name for itself in the Chamberí neighborhood of Madrid. 'La Deseada,' literally translates to 'The Desired' in Spanish, an ambitious and unique name that reflects the founders' intention to turn their small establishment into a place where the sweetest and most discerning desires can be fulfilled.
With the idea of positioning the brand image in the realm of desire, we chose a typeface capable of imparting a strong personality to the logo, with incisive and pointed serifs, like the thorns of a rose. It was composed in an epigraph to elevate the text and was finished with a combination of intense orange and a softer pastel shade.
At La Deseada, Julia (half of the founding duo) is always bringing fresh flowers that she places to decorate the entrance of the establishment or on the counter. Not wanting to overlook this gesture as a contribution to our identity (and because flowers are excellent ambassadors of the concepts of desire and passion), we decided to work on a series of photographs in the sphere of coffee and pastry but also in the floral world. These duotone images are used to create small brand communication pieces, as well as in the design of labels for single-origin coffee packaging. Each of them is identified with the national flower of the country it comes from and a main color extracted from a botanical color palette: orange, apricot, green, purple...
