INDUSTRY:
BRANDING
DURATION:
5 MONTHS
TOOLS:
20242025
TYPE:
SOLO PROJECT
Magari
about.
Magari emerged in response to the need to create a space that brings together three genuinely human concepts that do not usually go hand in hand: coffee, books, and art. The project was born as a refuge for those who value art, literature, and slow processes in a fast-paced world, based on the philosophy of slow living.
The challenge was to develop a complete visual identity for an artistically-focused café-bookstore that would establish itself as a benchmark in Malaga's cultural scene. The goal was to create a brand that would not only function as a business, but also build community and foster local creativity through workshops, exhibitions, and gatherings.
research process.
To understand the competitive environment and validate the value proposition, an exhaustive analysis of the cultural market in Malaga was carried out. The research was structured around four fundamental pillars: competition analysis, target audience study, SWOT analysis, and definition of the communication strategy.
The SWOT analysis revealed the keys to Magari's strategic positioning. Strengths focused on the differentiating concept that unifies coffee, literature, and art under one roof, while opportunities highlighted digital potential and limited direct competition.
visual identity development.
The design process was based on creating a coherent visual language that reflected the values of creativity, authenticity, community, and collaboration. The visual identity had to communicate warmth, modernity, and accessibility, connecting with a young and culturally active audience.
The typographic logo was developed with hand-drawn strokes and organic shapes that mimic pencil strokes, adding the artisanal and creative touch essential to the brand. The name “Magari” evokes the Mediterranean concept of pause and contemplation.
A system of primary and complementary illustrations was developed that serves as a flexible graphic pattern for all applications.
implementation.
The identity was implemented in both physical and digital environments, creating a coherent visual ecosystem that reinforces the brand experience at all points of contact with the user. Some of the applications are as follows:
