Mexico-based design studio PERSPECTIVA has unveiled the brand identity for COWBOY, a coffee brand that reinterprets American Western culture with a modern twist. COWBOY aims to be more than just a coffee shop; it's a cantina, and the project balances traditional Western style with contemporary design.
The decision to retain the term "cantina" rather than translate it into an English word symbolizes the brand's philosophy. Creative Director Hugo Trejo explained, "A cantina isn't just a place to drink coffee; it's a vibrant and warm place. By sticking to the Spanish expression, we wanted to convey a broader meaning and identity." This reflects the brand's direction, which seeks to respect the culture while interpreting it through a modern lens, rather than simply idealizing or consuming the American West.
The brand's core visual element is a geometrically simplified cowboy profile illustration. Primarily composed of squares and straight lines, the character visually interprets Trejo's interpretation of a "strong and unwavering individual." Persspectiva explains, "Our goal was to avoid stereotypes of the traditional cowboy image while maintaining its essence."
In addition to the logo, a variety of icon systems were developed. Symbolic elements of cowboys, such as boots, badges, hats, and horses, are used as icons to represent different coffee flavors. These icons provide a consistent brand experience, spanning not only packaging design but also merchandise and promotions.
The typography was also designed to harmonize with the geometric illustrations. The "COWBOY" wordmark was created with a custom, angular typeface, while the body typeface combines Pangram Pangram's "PP Neue Montreal" and Dinamo's "Synt" to create a feel that blends classic and contemporary.
The color palette consists of a monochromatic palette centered on black and white. Trejo describes it as "inspired by real Western flyers and taverns, not Western movies," and explains that the use of color is restrained to allow the geometric visual elements to stand out.
Beyond a simple themed café, 'COWBOY' has established itself as a brand that combines a deep respect for Western culture with a design interpretation. PERSPECTIVA emphasized the intention behind the brand's creation, stating, "Rather than borrowing from typical imagery, we wanted to redefine the cowboy identity."
