Our goal for the Paradeco brand was to capture the tropical aesthetic of St. Pete, Florida and pair it with a unique Art Deco vibe. We wanted to create a custom logotype and overall brand identity system that felt just as creative as their approach to coffee culture. The color palette of blues, pinks, teals, and oranges not only feel tropical but they mimic many of the colors seen throughout St. Pete, including historical sites like the Vinoy and Don Cesar hotels. Along with the logo, we created a handful of assets that personify the city’s local culture and the offerings that will be served in the coffee shop. Overall, we wanted these additional designs to feel friendly, colorful, and approachable.
