Maria Cafeína | Cafeteria & Padaria
2022 | Type: Identidade visual | This project wasn't implemented. For portfolio purposes only.
Maria Cafeína is a new coffee shop, that was born inside a coworking space in a city in the countryside of São Paulo, in Brazil. The brand comes from the idea of creating a cozy place, with a touch of modernity, that brings joy and combines with everything and everyone – just like a good coffee.
Its name carries with it its own essence. “Maria”, a very typical female name in Brazil, represents an empowered, humble, strong, sensitive and joyful woman. It is also a direct nod to the Virgin Mary, mother of all. It's keeping her in mind that the brand identity begins to come to life.
The big challenge was to incorporate Maria into a modern, fun brand with a touch of sophistication and elegance (to match the ambience where the coffee shop is located). Keeping this in mind, I started a search for references, and that's where I found a "new saint": Nossa Senhora do Café.
With the shape of Nossa Senhora do Café as the brand’s icon, a strong typography – which has a serif, to maintain traditionalism, but with more dynamic cuts, giving a touch of modernity – and colors inspired by both of our saints, our Maria Cafeína is born.
For the color palette, key colors of the robes of both saints were selected, giving priority to Nossa Senhora do Café, in order not to strictly follow the figure of Virgin Mary. With that, we combine yellow (to represent the saint) and brown (to represent coffee), along with black and white, as the brand's primary colors.
We added another four colors as secondary colors to support possible brand developments.
