Lé Pastel by Claudia Argueta

Claudia Argueta project “Lé café” is a high-end pastry shop with a variety of delicious desserts. The shop’s new identity was designed with one objective, to express quality within the whole brand and each of its touch points. The idea was to take disparate elements and unify them into whole systems that represent a fresh and playful attitude towards customers. The color plays a big role in this project, since it was meant to create emotion and trigger a sensation of warmth to each and every customer. The combination of neutral colors and pastel colors makes the perfect balance for a clean and sober design.

Claudia Argueta

Claudia Argueta

I had creative liberty for this design, I really wanted to give this coffee shop more personality through each of the design pieces that I came in contact with. I wanted a fun, outgoing and friendly personality that matched with what the client asked for. I think that each of the individual pieces are equally as strong and when they come together that´s when the branding and visual identity really happens. That’s what I love to do, I like to play with different materials, different colours, that can be very different but cohesive as a whole.
-Claudia Argueta

Claudia Argueta

Claudia Argueta

The outcome is a sweet but modern execution for a fresh and fun brand that looks as sweet as it tastes! Bringing happiness in every glance and every bite.
-Claudia Argueta

Claudia Argueta

Claudia Argueta

I tried to define the materials that I’d use, the color palette, and just the concepts that I wanted to implement. I always sketch some things out and it’s pretty downhill from there. I had some objects that were vital for this project like the dessert fork that has only 3 tines and that’s were I came up with an icon that had just three lines. If you look at the macaroons or desserts in general a lot can stand out by there color so I tried to experiment with color. To personalize it I tried to make it seem as if the objects were talking to their customers, like the tags on the desserts and small details like the writing on the cups.
-Claudia Argueta

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I would have to say that my biggest inspiration here were the desserts and their color. Not only were they my inspiration they haunted me all I wanted to do was eat them.
-Claudia Argueta

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I really try to aim for simplicity and objectivity, to reduce the works to the fundamental, the essential, the necessary. I have a couple of inspirations! I love the work that Mexico is creating and I love what ANAGRAMA does. They are great with branding, architecture and identity design. I always come back to their projects for inspiration.
-Claudia Argueta

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I love Jessica Walsh, she’s my example of what women in this field should be like, you know HARD workers that kick ass everyday in all aspects of their life. I’m a fan of her work and I got to see her in a conference she gave here in Guatemala and I think that she’s a really down to earth, fun and smart girl that is really making a difference in the design world. I believe that more women should be taking more administrative and top positions, in every field and in graphic design, so girls like me can look up to someone and think that it’s also possible for them too. And just in case it wasn’t clear that I’m a big fan of Jessica I think she’s the IT GIRL in graphic design..ha ha.
-Claudia Argueta

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Claudia Argueta

Even if you get lots of NO’s thrown at your face from clients and co workers, just remember that being different is what will make you stand out. Maybe a lot of people won’t get what your design or craft is all about, but there are others who can appreciate your work so NEVER STOP, work your ass off, find your passion and just remember that if you do feel like an outcast or different (like I have all of my life and specially in this profession) It might be something good in order to succeed.
-Claudia Argueta

About Claudia Argueta

Claudia Argueta is a graphic designer from Guatemala, she graduated from the University Rafael Landívar with a bachelors degree in graphic design. Claudia currently lives in Guatemala and had lived in the United States for 6 years of her childhood. She have around 7 years of experience and started out as a freelance graphic designer with a variety of experience in editorial design, advertising, web design, branding and identity design. This year she founded her own design studio named “Buenas” that is specifically for Identity Design and graphic design. See more of her works on Behance.