MyFriend Coffee had everything a great coffee shop needs. A carefully curated product, genuine warmth, and a loyal customer base. What they didn't have was a visual identity that reflected any of that.

Their brand looked like dozens of other coffee shops in Barcelona. Generic, forgettable, and completely disconnected from the real experience of walking through their door.

Before touching a single file, I spent time understanding how they worked, how they cooked, and what made their relationship with customers different. That became the foundation for everything.

From there I built a complete brand system:

Brand strategy: positioning, tone of voice, personality pillars

Visual identity: logo with a custom illustration of the owner, color palette, typography system, and brand guidelines

Packaging: takeaway cups and materials that carried the brand into every customer's hands

Menu design: layout and visual language consistent with the identity

Custom icons: a set of brand-specific icons for use across all touchpoints

A brand that feels like the people behind it. Warm, distinctive, and built to grow. A visual system coherent enough to work across every format, and flexible enough to scale.

If you're opening a café and need a brand that people remember, talk about, and come back to this is the kind of work that makes that possible.