INDUSTRY
SERVICES
CLIENT
Haciendo Coffee Roasters
Taylor, TX
CREDITS
Fabrication, Millwork, Installation
Tennessee Roots Design
Header Photography
Alison Eden Photography
HACIENDO COFFEE ROASTERS
Haciendo Coffee isn’t just a coffee shop—it’s a carefully crafted brand experience that embodies warmth, craftsmanship, and cultural heritage of Southwest Texas and Mexico. I developed the brand identity, including the logo, color palette, and packaging, before the physical space was ever in the picture. When the opportunity arose to open a brick-and-mortar, my goal was seamlessly integrate the established brand into the midcentury modern architecture of the space, creating a cohesive and immersive experience that felt both organic and intentional.
INSPIRATION
Haciendo Coffee’s visual identity is deeply rooted in the landscapes, traditions, and artistry of Southwest Texas and Mexico.
Logo Design
The logo incorporates a rising/setting sun, a cactus, and an armadillo, each representing key aspects of the region—warmth, resilience, and local character. The typography draws from vintage Mexican signage and hacienda-style lettering, giving it a handcrafted, timeless quality.
Packaging Aesthetic
The house blend features a Southwestern geometric pattern inspired by traditional textiles and tilework, while the single-origin coffees take cues from the vibrant colors and playful designs of Lotería cards.
Physical Space
Once the opportunity to design a retail space came, I had to balance the brand’s established Southwestern aesthetic with the midcentury modern architecture of the building and surrounding businesses. The goal was to create a space that felt organic and intentional—rather than imposing a style that didn’t fit.
PROCESS
Establishing the Brand
Before the physical space existed, I crafted a brand identity that felt warm, inviting, and rooted in regional heritage. Every element—from the sunlit, earthy color palette to the handcrafted textures in the logo and packaging—was chosen to reflect the essence of Haciendo Coffee.
Adapting the Brand to a Physical Space
When the opportunity arose to open a storefront, I focused on integrating the existing brand with the midcentury modern architecture. Instead of overriding the building’s design, I embraced it, creating a midcentury Southwestern aesthetic that blended clean, geometric forms with earthy textures.
Key Design Elements
- Faux Terracotta Breeze Blocks: A focal point that adds texture and references classic midcentury and Southwestern design.
- Ceramic Tiles from Brazil: Introduces artisanal craftsmanship and subtle color variation.
- Warm Wood Elements: Balances the crispness of midcentury architecture with the organic warmth of Southwestern materials.
Creating Cohesion Across Touchpoints
Every design decision—whether in packaging, signage, or the café’s interior—was made with the goal of creating a seamless brand experience. The space needed to feel like a natural extension of the brand customers had already encountered through packaging and digital interactions.
OUTCOME
- Successfully translated an existing brand identity into a physical space, ensuring a cohesive experience.
- Created an inviting, midcentury Southwestern atmosphere that blends modern architecture with regional warmth.
- Developed a distinctive packaging system that visually differentiates products while maintaining a strong brand presence.
- Designed a space that resonates with customers, reinforcing brand loyalty and recognition.
This project highlights my ability to merge brand identity with physical environments, ensuring that every touchpoint—from packaging to retail spaces—feels intentional and immersive.