A BIG BRAND FOR
SMALL BATCH COFFEE

Paloma is cafe and roastery in Brooklyn, New York. It’s a labor of love for the husband and wife team behind it all. They wanted to share their passion for the finest beans and coffees. They named their venture after their daughter, Paloma, which means "dove" in Spanish.

I began the project by getting a clear understanding of the client’s vision. Then I researched the category, looking for context and inspiration, to see what was working and what wasn’t.

Next, I began ideation and exploration, sharing ideas with the client. We quickly landed on an approach - an illustrated dove paired with a custom type treatment. Additional illustrations in an engraving style were also created. The result was evocative of a vintage cafe, communicating hand-crafted quality.

Did you know?

Our earliest written evidence for 'freelance' comes from Sir Walter Scott's Ivanhoe, in which a lord refers to his paid army of 'free lance' knights. When freelance first came into English in the early 1800s, it was used to refer to an individual who would work for whichever business or person paid them.