PROJECT OVERVIEW

Branding & Cultural Identity
Wayne State University

Originally developed as a marketing and branding concept for a Design Process course at Wayne State University, Tostaduría Luna evolved into a personal passion project inspired by my birthplace of Mexico City. Drawing from the culture, architecture, and vibrancy of the city, I developed a conceptual coffee roaster brand that combines contemporary design with traditional Mexican motifs.

The project involved creating a visual identity system including block printed illustrations and logo development to typography, packaging, promotional materials, and branded mockups. I explored how my cultural could be referenced and translated into a cohesive contemporary identity while maintaining a sense of authenticity.

Through the branding system, Tostaduría Luna became an opportunity to connect my passion for branding, illustration, and cultural design with personal memories of Mexico City. The result is a visual identity that celebrates my Mexican culture through a modern, expressive, and personal perspective.