El Loveshack was a coffeeshop based in Mayagüez, Puerto Rico. The goal for this rebranding project was to aid in the evolution of the entire brand presence across physical and digital spaces. The company had initially started out operating as a pop-up coffee shop and then secured a space to set up shop in the same neighborhood.
The raw canvas to transform and design
The reveal of the space to the team
In 2016 the chosen space was a bit of a blank canvas. After a long period of evaluating aspects of the brand such as culture and the core values of El Loveshack, the identity system was proposed and developed. Everything needed to inform what would happen with the physical space going forward. The main concern was to give empashis to the whole name and give a softer image while maintaining the main identity traits: different, humble and warm/cozy.
With everything else in mind, we set out to redefined and shape the new brand. Amongs the many considerations, the audience, the localization, the positioning in the current market, we identified what needed to remain and changed what didn't.
Before and after in the exterior. The number 8 was commisioned to a local artist to highlight the building number.
Before and after [interior]
Finally on June 2017, we had managed to translate the brand into a physical space. From there it went on to brave a surplus of challenges, just two months later the island would face the strongest recorded Hurricane in history. Despite it all the brand itself still lives fondly in the memory of many of their visitors, and even made into a Conde Nast Travel publication on 2019 as one of Puerto Rico's 10 best coffeshops.
Nowadays you can find memories of El Loveshack visiting any of their social media accounts.
Nowadays you can find memories of El Loveshack visiting any of their social media accounts.