Paula Lorenzini

Brand Identity
Negro
2025

Ten years after its opening, the project needed to redefine how the brand presented itself within a scene that had grown rapidly and was beginning to homogenize its visual codes.


The visual system was designed to build a brand identity with stronger presence, recognition, and distinct character across every brand expression.

Ten years after its opening, the project needed to redefine how the brand presented itself within a scene that had grown rapidly and was beginning to homogenize its visual codes.

The visual system was designed to build a brand identity with stronger presence, recognition, and distinct character across every brand expression.

The redesign began by reconnecting with a cultural identity associated with Buenos Aires’ historic café culture, reinterpreting traditional fileteado porteño elements through a precise and contemporary visual language.


The result was a brand with greater authority within its category, capable of sustaining its historical identity through a clearer, more contemporary, and consistent expression.

The redesign began by reconnecting with a cultural identity associated with Buenos Aires’ historic café culture, reinterpreting traditional fileteado porteño elements through a precise and contemporary visual language.

The result was a brand with greater authority within its category, capable of sustaining its historical identity through a clearer, more contemporary, and consistent expression.

Commissioned through Glosa Estudio
Creative Direction & Brand Development: Paula Lorenzini

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