Raíz was a logo design concept I created for a coffee shop hosting a contest to refresh its brand identity. The brief called for a design incorporating a cherub, vines, and coffee elements while reflecting the brand’s earthy aesthetic. My initial concepts featured the cherub sitting on or surrounded by vines and coffee elements, but the pieces felt disconnected rather than like a cohesive logo. Inspired by the name “Raíz,” meaning “root” in Spanish, I reworked the design to show the cherub emerging from a network of roots, with leaves and coffee cherries tying everything together. I kept the illustration simple and used an oval frame to give it a classic feel that could translate across different applications. I also created light and dark variations and branded mockups to demonstrate how the logo could work on storefronts, cups, and packaging. My design was ultimately selected as a finalist in the contest!