The Brief: The task was to design a café identity that felt alive with character. Tazcalo needed to be more than another coffee brand it had to channel playfulness, cultural depth, and an unmistakable personality rooted in the clever, symbolic nature of the fox. The vision was to create a system that stretched across packaging, interiors, and storytelling, transforming the café into a cultural space rather than just a caffeine stop.

The Challenge: Coffee culture is saturated with sleek, minimal brands that blur together, often leaning too heavily on hipster clichés or rustic aesthetics. The challenge was to make Tazcalo bold, soulful, and mischievous while avoiding cartoonish whimsy or overworked design. The fox mascot risked feeling too childlike if not executed carefully, so it needed to strike a balance playful yet sophisticated, expressive but credible within specialty coffee culture.

The Goal: The aim was to capture warmth, creativity, and authenticity in a way that made every customer encounter feel part of a story. From colors and textures to the mascot itself, the brand had to communicate comfort, curiosity, and craft. Tazcalo needed to stand out visually while creating an environment that encouraged connection, sharing, and repeat visits.

The Solution: The fox became the heartbeat of the brand illustrated in playful, textured poses that invite storytelling. An earthy, grounded palette communicates warmth and craft, while type and layout choices balance professionalism with personality. Together, these elements shaped an identity that’s vibrant, distinctive, and unforgettable.