Good vibes, good coffee, and damn good food

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 cafes, coffee shops, and food establishments 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, setting out to create a new look for this incredible culinary gem that Omar could be proud of. The task: Find a way to draw in more customers (especially the neighborhood’s younger populations from nearby high schools and colleges) by better representing the cafe’s quality and professionalism all while retaining the fun and casual feel of the brand which is central to the customers’ experience when coming in to eat or drink.

Dulce de Leche’s 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.