A new look for a bright future.

Dulce de Leche Cafecito is a small yet impressive Chicago coffee shop and cafe run by owner, Omar Contreras. You walk into the tiny shop on the city’s northwest-side, and the place doesn’t seem like much at first sight. But this tiny cafe is the by-product of Omar’s 18+ years of impressive experience across various premier restaurants, cafes, and coffee shops throughout Chicago. It’s no joke.

I had the chance to step in and give the cafe’s logo and visual identity a (much-needed) facelift, and I set out to create a new look for this incredible culinary gem that Omar could be proud of. The goal was multifaceted. I needed to find a way to represent the cafe’s immense quality and professionalism while retaining the fun and casual dimension of the brand which is inherent to the customer’s experience when coming in to eat or drink. I was also tasked with recreating the brand in a way that could draw in the younger populations in the neighborhood’s nearby high schools and colleges.

What resulted was a palette that communicates that Dulce de Leche Cafecito means business, but that they’re always gonna have a good time getting down to it. The new visual identity is equal parts professional, cozy, lively, and friendly, and the myriad of colors make the shop stand out like a warm ray of sunshine on a cloudy day. It’s natural and inviting like a home full of soothing good vibes. And the logo? Well it’s simple, but not minimalist, and definitely not boring. Its color and killer design catches the eye, draws people in, and tells them that if you walk in you’ll get the best in the business...but you’ll also have fun.