The visual identity project for Café Loba was born out of a great love: the café owner is passionate about what he does, and he created the character of “Loba” as a free and playful creature who loves coffee, ceramics, and Hamburg. My task was to visualize the sassy wolf's identity in a way that reflects this eccentric and cheerful personality that the wolf and the owner share. Yellow was chosen since Loba's favourite coffee to roast is Yellow Bourbon, an exclusively Brazilian variety. The language is casual and informative, and the social media presence is both elegant and natural. The wolf itself was carved using linocut and pressed onto paper, then digitized and worked on. We wanted the brand to be maleable since the owner has many interests, so the typography is clean and translates well to ceramic, paper, textiles, online, and any other ventures he may pursue.
Identity systems, visual storytelling, and cultural-aesthetic research are currently my areas of interest. Viewing the design process not only as a service, but as a form of creation through empathy and discovery. My job is to bridge the mundane with the aesthetic and help translate information that can at first only be felt into information that can be seen, interacted with, and understood.
