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ABOUT THE PROJECT
ENTRE PAUSAS is a visual identity project created for a contemporary coffee shop, with a strong focus on coffee packaging as the brand’s main point of contact with its audience. The project is built around the concept of the interval, the space between the fast pace of everyday life and a moment of conscious pause. This idea guides the entire visual system, translating contrast and rhythm into a graphic language that feels young, bold, and intentional.
The design process for ENTRE PAUSAS began with research and benchmarking of contemporary coffee brands, focusing on how identity systems are expressed through packaging rather than physical spaces. This stage helped identify visual patterns in the market, as well as opportunities for differentiation through contrast, typography, and narrative.
From this analysis, a clear conceptual direction was defined around the idea of the interval — the moment between movement and pause. This concept guided all design decisions, from naming and tone of voice to visual hierarchy and graphic composition.
The visual system was developed through exploration of high-contrast color palettes, expressive typographic combinations, and editorial-inspired layouts, ensuring strong shelf impact while maintaining clarity and consistency. Packaging layouts were designed to balance technical information and brand messaging, treating the surface as a communicative space rather than a purely functional one.
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CHALLENGES
The greatest challenge was translating the essence of Primeiro Piso in a way that felt sustainable, strategic, transparent, and empathetic. To achieve this, I focused on building a visual system that balanced solidity with openness—using clean forms, a thoughtful color palette, and visual textures that reflect both credibility and innovation. The result was a brand identity that not only communicates the studio’s values but also provides a strong and flexible foundation for its role as a hub of architectural and design solutions.
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