Project Narrative
In a world of rushed coffee consumption, Café Fugaz emerged with a different vision—to create moments of fleeting beauty in the daily ritual of coffee drinking. The name itself, “Fugaz” (meaning fleeting or ephemeral in Spanish), captures this essence perfectly.
When the founder approached me about developing their brand identity, I immediately connected with their philosophy: that something temporary can still be deeply meaningful. This concept became the foundation for every design decision in creating their visual identity.
Design Story
Concept Development
Rather than beginning with competitive analysis, I started by immersing myself in the sensory experience the café wanted to create. I spent time understanding how they source beans, their brewing methods, and the atmosphere they envisioned. This experiential research revealed that Café Fugaz wasn’t just selling coffee—they were offering brief escapes from daily routine.
The Visual Identity
The brand identity I developed revolves around the concept of beautiful impermanence:
Logo Design: The Café Fugaz mark features a minimalist coffee cup with steam that transforms into a wispy, dissipating pattern—representing both the aroma of fresh coffee and the transient nature of the experience. The wordmark uses a custom-modified typeface with slightly faded edges, reinforcing the ephemeral theme.
Color Palette: Breaking from the typical dark, rich coffee tones, I chose a surprisingly light palette of dawn-inspired hues—soft pinks, gentle oranges, and pale blues—colors that appear briefly during sunrise before transforming into the full light of day. These are complemented by a rich, deep brown that grounds the identity.
Typography System: The typography pairs an elegant, light primary font with unexpected ink-bleed characteristics for headlines, alongside a highly readable sans-serif for body text. This creates tension between delicacy and practicality that reflects the café’s philosophy.
Textural Elements: I developed a series of watercolor-inspired textures that appear to be in the process of dissolving, creating a distinctive visual language that could be applied across various touchpoints.
Applications & Implementation
The brand system was designed to work across:
- Environmental design including signage and interior atmosphere recommendations
- Packaging for their take-home coffee beans
- Compostable cups and sleeves with designs that change seasonally
- Digital platforms including website and social media templates
- Staff uniforms and merchandise
What makes this system unique is its built-in flexibility. Rather than rigid guidelines, I created a “living” style guide that allows for subtle evolution over time—mirroring the café’s philosophy that beauty can be found in change.
The Outcome
Since launching with their new identity, Café Fugaz has successfully:
- Established a distinctive presence in a crowded coffee market
- Built a loyal customer base who connect with their philosophical approach
- Created a coherent experience from physical space to digital presence
- Developed a visual language that invites curiosity and reflection
The brand has proven that meaningful experiences don’t need to be permanent to be powerful—sometimes their very transience makes them more precious.
Personal Reflection
Creating the Café Fugaz identity challenged me to translate abstract philosophical concepts into tangible design elements. This project reinforced my belief that the most compelling brand identities go beyond aesthetics to embody genuine values and create emotional connections with audiences.
I’m grateful for the opportunity to help bring Café Fugaz’s vision to life through thoughtful design. This project exemplifies my approach to creating brand identities that tell authentic stories and forge meaningful connections with their intended audiences.
Special thanks to MK +2 on Unsplash for providing visual inspiration and contribute to this project with it resources.
