A rebrand rooted in Colombian flavor, aesthetic indulgence, and quiet luxury.
Deluxioso is a self-initiated branding concept for a fictional dessert café that transforms simple moments — like having coffee and cheesecake — into refined rituals.
Inspired by Colombian coffee heritage and the soft indulgence of artisanal desserts, this project explores how visual identity can shape mood, emotion, and desire. The challenge wasn’t just to design a logo — it was to craft a brand that feels both premium and personal, rooted in culture yet relevant globally.
Deluxioso lives at the intersection of artisanal indulgence and cultural storytelling. It invites customers to pause, taste, and feel — offering more than a café, but a curated experience of flavor, design, and atmosphere.
The identity had to be:
– Sophisticated, but never sterile
– Rooted in flavor, expressed through form
– Minimal in design, rich in emotional cues
Product: Premium cheesecake and Colombian specialty coffee
Style: Elegant, minimal, textural
Personality: Refined, expressive, warm
Voice: Latin-rooted, globally fluent
Why it stands out: It’s not just about coffee and dessert — it’s a moment worth slowing down for.
Ana, 27 — Creative marketer living in a major city.
Ana collects café moments like memories. She curates experiences that feel intentional and aesthetic, choosing brands that align with her identity — visually and emotionally.
“I want my coffee to feel like a ritual, not a routine.”
The brand speaks in a warm, precise, sensory tone — rhythmic, slightly poetic, always intentional.
Taglines:
– “A taste worth slowing down for”
– “Colombian coffee, quiet luxury”
– “Delight by design”
– “Flavor, framed”
The wordmark uses an elegant serif with a custom “x” swirl, a subtle nod to cheesecake toppings, coffee steam, and the quiet details that elevate everyday indulgence. Beneath, the tagline “Cheesecake & Colombian Coffee” anchors the brand in its offering.
The DX monogram offers a clean, compact mark for packaging, social avatars, or branded accents.
A balance between classic refinement and contemporary usability:
– Cormorant Garamond: Headlines, logo, packaging
– Cormorant Italic: Expressive subheadings
– Inter: Clean body copy, digital clarity
The palette evokes softness, richness, and understated indulgence, drawn from the textures of cheesecake, coffee, and café interiors.
Creamy Cheesecake — soft, edible, clean
Espresso Foam — luminous, warm, premium
Colombian Coffee — grounding, rich
Cherry Syrup — emotional, bold, indulgent
Kraft Brown — artisan, tactile
Ash Gray — minimal, quiet, editorial
Together, these tones build a visual world that feels both appetizing and elegant — inviting customers to linger.
The identity lives across every brand touchpoint:
– Cheesecake packaging and takeaway boxes
– Coffee bean bags and branded merchandise
– Loyalty cards and sleeves in soft, premium tones
– Café interiors and mood-driven social presence
Every detail was designed to make flavor and design work together — building a space that feels as intentional as the treats themselves.
Deluxioso was an opportunity to design not just a brand — but a feeling.
This project reflects my belief that branding shapes more than perception — it shapes emotion. From the swirl of the logo to the softness of the palette, every choice was made to taste luxurious, feel warm, and look timeless.
Raúl Mermans García — Creative Strategy, Branding & Design.
raulmermans@gmail.com
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