Ayala Coffee Co. – Visual Identity

CLIENT Ayala Coffee was founded by Matt and Trixie in 2021 in dedication to Trixie’s lol a (grandma) who survived COVID. While their passion for coffee grew for years, they also realised their culture was lacking representation in the New York and New Jersey area, and their hometown needed a community cafe. With the hopes of solving these issues and shining a positive light on their culture and cuisine, Trixie and Matt started Ayala Coffee without having any previous coffee shop or restaurant experience.

CHALLENGE Ayala Coffee sought a fresh, cohesive visual identity to reflect its roots and aspirations as a community café celebrating Filipino culture. With no prior experience in branding or hospitality, founders Matt and Trixie needed a design that authentically represented their story—a tribute to Trixie's lola who survived COVID and a bridge for cultural representation in the New York and New Jersey area. The project involved redesigning core brand elements including a versatile logo system (logomark, wordmark, badge), packaging designs for coffee bags and cups, a thoughtfully curated color palette, and supporting graphics to enhance the brand environment. Additionally, they required social media templates to engage a diverse customer base while maintaining affordability in production. The task was to create a design system that balanced cultural authenticity with modernity, resonating with both local communities and coffee enthusiasts.