360º Design

Café Martínez

GASTRONOMIC STORE
Market study, Brand analysis, Marketing definition, redefinition of its values and communication axes, repositioning, Marketing, Branding design, Brand design, Brand Territory, Identity system, Packaging and Architecture of the commercial space for the entire Chain and its variants. Implemented and designing its initial 135 stores.

BRAND

THE EVOLUTION OF
A GREAT BRAND

The Café Martínez Company called the Zona IV agency for the evolution of a great brand.
This challenge consisted of redesigning its identity and all its architecture.
After analyzing the context, the brand diagnosis, and including its DNA, we redefined its new positioning to set trends in the local market and in the world.

It is a brand that recovers and preserves its tradition, its history and its mastery in coffee, through vintage codes, which are the heart of its architecture and which in turn is contrasted with modern lines of new trends in its icon, achieving a Fresh and Attractive young identity, where part of its history that advances and is projected towards the future. It is an identity with a completely new territory that seduces traps and invites a wider audience to live a Martínez experience.

PACKAGING

PORFOLIO DESIGN

All the Packaging lines of the Chain’s portfolio were redesigned under a 360º Architecture strategy. The concept developed was to define a color palette for the premises that is the highlight of the different products exhibited.

These packaging redesigns take all the colors of the different palettes to achieve a strong presence throughout the store. Very modern and fresh designs were prioritized for all products.

ARCHITECTURE

The design of the architecture took as premise to emphasize to the ¨expertise of coffee¨. For this is created a furniture specially designed where the hoppers are located and the coffee machine is approaching this sector to give it its leading role.

ARCHITECTURE

This vintage heart is enhanced by contrasting it with well-known elements of the new brand, such as color and diagonal lines that remind us of the identity icon.