Primavera Coffee is a Guatemalan coffee shop that offers an exceptional selection of coffee beverages and carefully curated food options. Their menu has three key attributes: 1) delicious and innovative flavors, 2) guaranteed excellent quality and consistency, and 3) natural ingredients, including vegetarian and vegan-friendly choices.
This brand stands at the intersection of two worlds: the precision and excellence of specialty coffee and the accessibility and variety of commercial coffee. Primavera Coffee aims to scale on a massive level while revolutionizing the coffee-drinking experience, seamlessly integrating it into people’s daily lives. The brand's core pillars are sustainability, inspiration, and maximum quality. With ambitions to grow nationally and internationally, Primavera Coffee seeks to become a global representative of Guatemalan coffee culture, proudly showcasing coffee from the "land of eternal spring."
In creating the logo, our goal was to visually represent this unique identity—a harmonious blend of tradition and innovation, commercial appeal, and artisanal quality. The logo needed to capture the essence of the brand’s vision: a space where coffee isn’t just consumed, but experienced.
This case study explores the creative journey behind the Primavera Logo: the inspiration, the design process, and the outcome that encapsulates the spirit of a brand ready to make its mark on the world.
Created while working at Rever Agency part of Look Group. Scarleth Amaya as account manager.
INSPIRATION | Reference & MOODBOARD
the design process
In the initial stage of designing the Primavera Coffee logo, our vision centered around creating a sun with 11 rays, a number symbolizing enlightenment, intuition, and abundance. This sun was envisioned with a face featuring fine lines and feminine characteristics, while a flower adorning its forehead would symbolize the light and the blooming spring that define the Primavera Coffee experience. To complement this symbolism, stars and floral elements were integrated, aiming to evoke the creativity of the brand while enhancing the overarching theme of illumination.
The sun's eyes were conceptualized to express serenity, calmness, pleasure, attentiveness, inspiration, and inner vision, with an allure that draws people in. Meanwhile, the lips were intended to convey a sense of pleasure, the joy of savoring flavors, and a connection to taste, adding an additional layer of appeal and emotion to the design.
However, during this phase, we noticed that while the sun design was iconic, solid, and memorable, with a simple yet intriguing essence and a Latin American flair, it lacked vitality and emotional depth. At times, it risked appearing static, mask-like, and lifeless. Specifically, the eyes felt empty and failed to convey a clear and captivating emotion, which limited the connection with the viewer.
To address these observations, we refined our approach to ensure that the logo would not only remain simple, bold, and iconic, but also carry a sense of life, warmth, and emotion, reflecting the inviting and inspiring essence of Primavera Coffee.
Lastly, the typographic selection was envisioned as a critical element to complement the logo. The typeface needed to convey a bohemian yet modern personality, balancing commercial appeal with creative elegance, to fully capture the spirit of the brand.
This first step laid the foundation for a logo that would be both timeless and deeply connected to the heart of Primavera Coffee—where culture, quality, and creativity converge.
During this process, we did diverse variations until we achieved the essence of the brand, creative and organic.
REFINING THE LOGO DESIGN PROCESS
We have confirmed that the graphic direction is very close to what we envision. However, to further enhance the logo, it require the following adjustments: 1) Texture Enhancement 2) Line Complexity 3) Facial Features 4) Sun Rays 5) Color 6) Typography Placement.
Seeing these adjustments and exploring how they can enhance the logo to reflect the brand's personality and vision.
BRAND GUIDELINE | FINAL DESIGN
FINAL CLIENT THOUGHTS
