Aromes is a rebranding project developed to create a scalable and adaptable coffee concept across diverse locations and cultural contexts. Currently present in Mexico, the Dominican Republic, and Madrid, the challenge was to build a brand system capable of maintaining consistency while responding to radically different environments, from Caribbean resort settings to urban spaces. From a vibrant, modern expression in Costa Mujeres, to a more formal and urban approach in Santo Domingo, and a relaxed palapa style cabin in Bávaro Beach, each location is distinct, yet unmistakably Aromes.
Aromes was conceived as a space where time slows down and becomes yours, where every pause transforms into an experience and every detail is carefully designed to accompany you. Rooted in the idea of the coffee break as an essential pause, I developed a brand language that translates this feeling into every touchpoint, from visual identity to spatial cues and tone of voice.
Inspired by its Catalan essence, the experience places the guest at the center, where coffee becomes a medium for connection and a sensory journey shaped by aroma. The concept extends into an “& more” approach, expanding into curated merchandise to position Aromes as a lifestyle experience.
Aromes is not just a place you visit, but a feeling that stays with you.
A scent of Catalonia.…Aromes is a rebranding project developed to create a scalable and adaptable coffee concept across diverse locations and cultural contexts. Currently present in Mexico, the Dominican Republic, and Madrid, the challenge was to build a brand system capable of maintaining consistency while responding to radically different environments, from Caribbean resort settings to urban spaces. From a vibrant, modern expression in Costa Mujeres, to a more formal and urban approach in Santo Domingo, and a relaxed palapa style cabin in Bávaro Beach, each location is distinct, yet unmistakably Aromes.
Aromes was conceived as a space where time slows down and becomes yours, where every pause transforms into an experience and every detail is carefully designed to accompany you. Rooted in the idea of the coffee break as an essential pause, I developed a brand language that translates this feeling into every touchpoint, from visual identity to spatial cues and tone of voice.
Inspired by its Catalan essence, the experience places the guest at the center, where coffee becomes a medium for connection and a sensory journey shaped by aroma. The concept extends into an “& more” approach, expanding into curated merchandise to position Aromes as a lifestyle experience.
Aromes is not just a place you visit, but a feeling that stays with you.
A scent of Catalonia.WW…