CARLOS DURAN-PICHARDO

Hi! I am a designer with experience in identity, branding, advertisement, and motion design. I am currently exploring Junior/Entry level roles as an in house or agency designer.

I have four years of experience working as a freelance designer and a year of working as an agency designer.

My problem solving skills, attention to detail, and unique style of design has impacted the teams at Beats by Dre, Translation/United Masters, Instaboost Media, H.E.A.L., Books thru Bars, and the Millbrae Equity Plan Organization.

I'm constantly searching for growth and challenges, but even more eager to connect with you and share stories with each other.



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02 THREE/01 COFFEE
LOGO / BRANDING / IDENTITY / TYPOGRAPHY / PHOTOGRAPHY / ILLUSTRATION / UX + UI / MOTION / CREATIVE DIRECTION



SEPT:   09/2024
CONCEPTUAL
A conceptual cafe created by Carlos with the intent of becoming the very first + only coffee shop to bring tradition from around the world, in the form of coffee.

This is the identity for a coffee shop that invites families to gather as they do at "home," or to those who are eager to uncover their next favorite drink, from a country unknown.

Problem
To create a visually welcoming logo and branding for a cafe, that will allow anyone to recognize it for its colors and functionality, across any group of people (race, religion, ethnicity, sex, disability needs). 

Process
I combined colors that provided a high color contrast using a color analyzer, I researched color combinations not found in flags, and sketched about 15 possible logos. I kept the type in all lowercase to keep its word forms to help the visually impaired identify words.

One of my favorite parts of this project was designing the “coffee passport.” Because the cafe specializes in making coffees from around the world, customers get the opportunity to receive a stamp everytime you taste a different style of coffee, much like a traveling passport. This functions as an incentive for clientele to return and offers a unique + exclusive experience.

I also directed + photographed images to create mockups for the brand, illustrated caricatures of different coffee apparatus, designed + wireframed an app for brand, and created GIFs/animations for social media.

Solution
I succesfully created a very friendly, colorful, simplistic identity that is not only identifiable through its unique design, but also identifiable in the sense that it follows all ADA guidelines for accessibility needs.






Wireframe App Concept



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