Andrés focused on crafting a distinctive coffee brand, Story Horse, reflecting Tulum's natural beauty through a vibrant color palette and relatable storytelling. Acknowledging the prevalent cliches in local branding, he sought to establish a deeper connection by embodying Tulum’s essence with the whimsical character of Story Horse, a coffee-loving horse. The design features a playful style influenced by contemporary illustrators, aiming to create a cozy and memorable space for visitors to enjoy not just coffee, but experiences that resonate.
I wanted to avoid being cliche and create a deeper brand with a strong story. I created different possible stories that one might experience in Tulum.
I want the new identity to communicate that Story Horse is not just a coffee shop, but a space for moments, conversations, and experiences that stay with you.
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