UrbanoCoffee

Urbano is a café in Malasaña, opened in 2017 and run by women. After so many years with the same logo, the identity no longer felt like them: it was a bit rigid for a place where they make everything themselves. They wanted a more organic brand, with a handmade feel and more of their personality in it.

We redrew the logo with a more organic line, leaving the closed, square shapes behind. We created a series of hand-drawn doodles of what they serve every day: coffee, cake, cookies and all the little things on the counter. The drawings brought the warmth and playfulness the brand was missing.

For the palette, we kept the blue and white and added a cream. It opens up new combinations, softens the stiffness of blue and white, and makes everything feel more welcoming.