Brand strategy
Brand platform
Visual identity
Verbal identity
Tone of voice
Communication system

Client/Brand: Aura Coffee
Location: Spain (international scope) - 2025
Role: Brand strategist, creative lead, designer
Team: Developed independently

Aura is a specialty coffee and brunch based in Valencia. The project focused on developing a new brand platform and visual identity to support the business’s evolution, strengthen its differentiation, and create a solid foundation for future growth.

Challenge

After years operating as Kaffeina, the business needed a stronger and more scalable brand of its own. The challenge was to transform a highly valued customer experience into a clear strategic framework capable of aligning the business, communication, and visual identity.

Strategic Brand Development

The project began with a research phase that included stakeholder interviews, competitive analysis, brand perception exercises, and audience mapping. These insights informed the development of Aura’s brand platform, defining its purpose, positioning, personality, values, tone of voice, and visual direction.

Challenge

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