CONCRETE

Concrete® is a coffee bar in New York. Designed as a space where anyone can feel at home, it welcomes those seeking solitude, new friendships, or to blend into the city’s fast-paced rhythm. Coffee is a ritual, a pause, a connection. In New York, cafés compete on quality but also on the experience they create. Yet, many follow the same formulas, losing authenticity and potential customers.

Built upon the Concrete® philosophy, this brand’s visual narrative lays its foundation in a concept designed to drive and balance individuality with community, in an easy, minimalistic yet powerful way.

It was created a selection of color palettes not only constitutes the brand’s story but also reflects how the coffee bar operates and presents itself through photography. This visual cue system makes it easy for patrons to instinctively choose whether they want to be part of a lively conversation or enjoy some peaceful solitude. Lilac fosters connection in shared spaces, while Earth Green offers solitude for reflection. Coffee Gold highlights the warmth of coffee in ads and social media. Black and White provide clarity for general information, reflecting city life, while Silver adds a modern, industrial touch. This system helps patrons instinctively choose between social interaction or peaceful solitude, creating a sense of belonging.

This color distinction also extends to internal communication: green indicates private information, while lilac marks shared information, ensuring clear and effective categorization. This approach guarantees that each message is visually aligned with its purpose. The typography combines neutrality and modernity, featuring a clean and accessible design, while the tone of voice is direct and industrial.

Finally, this visual identity integrates illustrations with modern design elements, akin to a well-built structure that stands the test of time. The minimalist packaging draws inspiration from the construction industry, giving a touch of organic elegance.