Branding, Illustration, Packaging

Tero is a chain of on-the-go coffee shops inspired by the distinctive neighborhoods in Mexico City.

More information
The Brief Busy cities have busy people, and busy people love starting their day with a great cup of coffee. But if you're busy, you don't have time to be looking around for a coffee shop and even less time to be standing in a line that just won't move.
The Solution Tero has a coffee shop in every neighborhood in the city so you can get your coffee on your commute to work, your way home or on a Sunday stroll.

Mexico City is a city of rare characters and big personalities. Because Tero is based in this city, we needed to create an element that would harness all the quirks and traits. The iconography for Tero is as bizarre as it gets. The set of surreal icons really portrays Mexico's crazy side. Cigarettes, ducks, balloons, cars, heels, Mexico City has it all and so does Tero.

Find Tero, get your coffee and keep going. No lines, no hassle, always great coffee.

The wordmark for Tero features a bold, strong type that stands out in a busy city. The detail of the letter "O" mimics the way a coffee cup looks from a top view. The logo gives the brand a bold personality and acts as a baseline to counteract the craziness.

The logo has a different lock up and style depending on each location. We use the tagline within each lockup but change the icon to represent each neighborhood. Each location is also depicted by name but most importantly by their specific coordinates.

We created a brick inspired grid to take the brand architecture to the next level. It became a modular element that could be used in limitless applications. We used it in packaging, on the menu, as a pattern, you name it! It's easy to use anywhere and makes the brand highly recognizable.
Credits Creative: Mercedes Arce, Manuel
Llaguno, Rafaella Tafich
Project Manager: Paulina Robles
Copywriting: Andrea Mora
Illustration: Gera Alba
Tags Mexico, Fashion, UI/UX, Startup, Print, App Design
Less information

Bernardo GuerraFounder Indumex
Cliente: Tero Work: Food & Drink

Firmalt is a strategic branding & storytelling agency that's always looking for the next challenge. Based in Monterrey, México.

Contact Us



+52 81 5998 2261