Clave

Clave is a coffee brand that was born out of love for coffee and music that was inherited from a family member. Their specialty lies in coffee production, starting from cultivation and ending with roasting.

The main objective of Clave is to give customers a chance to unwind from their hectic and stressful lives. The inspiration behind their concept is a family tradition of enjoying coffee, good music and conversation. Clave strives to create a place where people can take a breather and contemplate their day.

Clave's visual identity pays homage to its rich history and two great passions: art and coffee. It communicates that coffee, coupled with music is a powerful force that can provide rejuvenating experiences and sensations to help one tackle the day and leave behind the chaos of daily life. This message is strongly reflected in the brand's visual identity, making it visually striking, appealing and unique among its competitors.

The identity of Clave is visually represented by a logo that symbolizes the connection between the two arts: time. The color scheme reflects a balance between exclusivity and artistic expression. The brand's visual identity is characterized by graphic elements and illustrations that incorporate musicality and rhythm.

The logo of Clave employs two rectangular elements, one ate the top and one at the bottom, to convey the concept of time. These elements resemble the keys of a piano, drawing an analogy between the brief sound time produced by striking a key and the brief pause that Clave wants its audience to take.

Furthermore, the logo features a break which means there is a slight gap and unevenness between the two syllables of the brand name. This break symbolizes the intention to pause and unwind during a busy day. The lowercase typography adds a sense of familiarity and further humanizes the brand's visual identity.