Brand identity design

San Francisco
La Cocina is a San Francisco nonprofit cultivating thriving food businesses for women, immigrants, and people of color, providing affordable kitchen spaces, training, and community to talented entrepreneurs as they prepare to launch. I volunteered my brand design experience to partner with Cafe Jarocha, a Veracruz-inspired food business founded by Mayra Senties, who brought her family's volovan tradition from the streets of Veracruz to the Bay Area.

From the creative brief, I developed a brand strategy by mapping out the competitive landscape against established Bay Area favorites, identifying three target audience profiles, and laying the foundation to visually connect the brand's values into three pillars. From there, I explored three distinct visual directions, each drawing inspiration from the stories Mayra shared with me. Every direction was rooted in the same goal: preserving the tradition and alegría that Mayra wants to share with her new community here in San Francisco.

ClientMayra Senties

Brand DesignRaffy Coletta

Project CoordinatorKaren Garcia