Self-Initiated Rebrand Project
Deluxioso is my vision for a fictional dessert café that transforms the simple joy of coffee and cheesecake into a refined ritual. Rooted in the rich heritage of Colombian coffee and the indulgent craft of artisanal desserts, this self-initiated project explores how visual identity can weave mood, emotion, and desire into every sip and bite. Beyond designing a logo, I sought to create a brand that feels premium yet personal—grounded in culture, yet poised to captivate a global audience with quiet luxury.
Deluxioso thrives where artisanal indulgence meets cultural storytelling. It’s more than a café—it’s a curated escape where customers pause to savor flavor, design, and atmosphere. The identity balances:
- Sophistication: Elegant without coldness.
- Flavor: Expressed through tactile, sensory forms.
- Minimalism: Rich with emotional resonance, not excess.
This concept invites a deeper connection, turning everyday moments into experiences that linger.
- Product: Premium cheesecake paired with Colombian specialty coffee.
- Style: Elegant, minimal, and textural, reflecting café warmth.
- Personality: Refined, expressive, and warmly inviting.
- Voice: Latin-rooted with a globally fluent rhythm.
- Why it Stands Out: It redefines coffee and dessert as a deliberate, luxurious pause.
The brand speaks with a warm, rhythmic tone—precise yet poetic, inviting savoring over rushing.
“A taste worth slowing down for”
“Colombian coffee, quiet luxury”
“Delight by design”
“Flavor, framed”
Logos: The wordmark features an elegant serif with a custom “x” swirl—evoking cheesecake swirls, coffee steam, and subtle luxury. The tagline “Cheesecake & Colombian Coffee” roots it in its essence. The DX monogram offers a sleek mark for packaging and digital use.
Typography:
- Cormorant Garamond: Bold headlines and logo elegance.
- Cormorant Italic: Expressive subheadings with flair.
- Inter: Clean, modern body copy for digital clarity.
Color Palette: Inspired by café textures and indulgence:
- Creamy Cheesecake: Soft, edible white.
- Espresso Foam: Warm, luminous brown.
- Colombian Coffee: Rich, grounding depth.
- Cherry Syrup: Bold, emotional red.
- Kraft Brown: Tactile, artisanal warmth.
- Ash Gray: Quiet, editorial minimalism.
Together, these hues craft a world that’s appetizing, elegant, and irresistible.
The identity shines across every touchpoint:
- Cheesecake packaging and takeaway boxes with premium finishes.
- Coffee bean bags and branded merchandise in tactile tones.
- Café interiors and mood-rich social visuals that blend design with flavor.
Each element harmonizes to create a space as intentional as the treats it serves.
Deluxioso was my chance to design a feeling, not just a brand. Reflecting my belief that branding shapes emotion, I poured my passion for storytelling and design into every detail—from the logo’s swirl to the palette’s warmth. This project is a testament to my vision: creating timeless, luxurious experiences that invite people to pause and connect, a principle I aim to bring to every creative endeavor.
Raúl Mermans García — Creative Strategy, Branding & Design.
raulmermans@gmail.com
.svg){kind=small}
