EL PATIO is a coffee brand conceived as a meeting point. A space where conversation carries the same weight as the cup.

The project reinterprets Argentine café culture in New York through attitude and gesture rather than obvious symbolism. The identity is shaped by everyday details. The way things are served. The music. The tone of the atmosphere.

Familiar in spirit. Contemporary in execution.

New York’s coffee scene is saturated with aesthetic repetition and cultural clichés.

EL PATIO was designed to introduce Argentine café culture without nostalgia. The goal was not to replicate tradition, but to translate it.

Instead of decoration, we focused on behavior. Instead of symbols, we focused on gesture.

The primary icon draws inspiration from a plastic produce crate turned upside down. A common object transformed into a table.

A simple gesture.

Functional. Unpretentious. Intentional. It captures improvisation and shared moments without relying on literal references.

The visual system is restrained and adaptable.

Clean typography provides structure. A warm, grounded palette introduces depth. A flexible graphic language supports illustrations and direct statements.

The result feels urban, approachable, and quietly confident.

The identity extends across storefronts, packaging, merchandise, and printed materials.

Each touchpoint reinforces EL PATIO as a cultural intersection between Argentina and New York.