A naming and identity project for a specialty coffee shop in the heart of San Salvador de Jujuy. The concept is rooted in the connection between origin and product, bridging the finca, the producers and the city. Conceived as a calm, welcoming space, Raíces invites people to slow down, reconnect with what they consume and experience coffee from its source.
The project included the brand name, visual identity and a series of merchandise applications. The system draws on natural elements, topographic traces and organic textures, reflecting the cycles of the land and the importance of roots as a foundation for growth. The result blends tradition and contemporaneity, positioning the shop as both a meeting point and a cultural space where nature, knowledge and community converge.