Serena Café & Bar
Project Overview
Based in Valle de Guadalupe, Baja de California, Serena Café & Bar is a concept café rooted in the rhythms of the desert and inspired by artisanal slow living. The brand identity was designed to capture the essence of calm, craft, and natural beauty — from the earth to your cup (“Del Campo a Tu Taza”).
Role: Brand Designer & Visual Strategist
Scope: Visual Identity System, Storytelling, Logos, Moodboard & Brand Direction, Typography, & Color Palette.
Tools: Adobe Illustrator, Adobe Photoshop, Pinterest
Logo
The logo subtly pays tribute to the feeling of serenity through its muted blue hue, evoking a sense of calm, spaciousness, and openness. Inspired by blue spirulina coffee, this choice reflects a menu theme of blue-toned drinks, symbolically bringing the sky to the desert and weaving serenity into every sensory touchpoint.
Typography
Recoleta’s soft serifs echo handmade craft. Libre Franklin balances it with modern clarity.
Color Palette
Serena’s color palette is rooted in the warmth of the desert. Earthy tones like terracotta, sun-bleached neutrals, and soft clay ground the brand in its natural surroundings, creating a sense of place and texture. These hues are balanced by a tranquil, dusty blue — a nod to the sky above — creating a contrast that feels both grounded and expansive. Together, the palette expresses the brand’s essence: artisanal, calm, and beautifully sun-drenched.
Moodboard
The visual tone is earthy, sun-washed, and minimal, mirroring the interiors and experience. Inspired by handmade ceramics, adobe textures, and desert stillness
Branded Collateral
A cohesive extension of the Serena brand through tactile, real-world applications designed to enhance the customer experience.
