Eutiera Coffee & Pastries
As a fellow matcha and coffee shop enthusiast, I wanted to create a coffee shop brand that was warm, inviting, and filled to the brim with plants. Inspired by the various local coffee shops around my neighborhood and the beauty of Chicago's park districts, Eutiera was born.
Unfortunately, I can't seem to keep a plant alive for more than a week, but it's the thought that counts.
Roles:
Brand designer
Software:
Illustrator, Photoshop, Procreate
Published:
August 2026
Plants + Coffee = Unbridled joy
I say let it grow!
As you can probably tell, I am quite a messy sketcher. However, at this stage, it's good to put some roots down. Everybody, romaine calm.
Since I decided that the main themes for the coffee shop would be earthy, serene, and green, I discovered the word eutierria, which means "a deep feeling of oneness with the earth". I ended up shortening the name to Eutiera for simplicity. After sketching around 50 logos, I started refining the brand font, lockups, badge, pattern, and illustrations.
What is Eutiera?
Eutiera is a coffee and pastry shop that prides itself on making everything fresh daily. Eutiera aims to serve its local Chicago community with a space where everyone is welcome to come in to take a break and relax. Eutiera prides itself on serving quality food and beverages while sourcing ingredients from local farmers. Eutiera's core values are: sustainability, inclusivity, relaxation, tranquility, hospitality, and freshness.
The logo that I decided on was inspired by the font "Roca", a coffee cup, and latte art. The "heart" of the coffee cup represents a coffee bean. The shape of the bean also resembles a smile. The leaf at the top symbolizes Eutiera as a plant-friendly cafe as well as imitating latte art. The rest of the logo resembles a coffee mug. I also had a lot of fun coming up with a couple of brand illustrations featuring various plants growing from different mugs to align with the overall brand messaging.
Accessibility was another factor that was important to consider. The three main colors are inspired by the colors of nature and coffee. The color combinations have been web accessibility checked to ensure everyone in the audience is considered.
"Tell your plants that you love them every day"
- my 5th grade science teacher
She insisted that the extra carbon dioxide was good for them.
Eutiera's Brand Pattern
To be completely honest, I was having a really difficult time designing a brand pattern. I knew I didn't want just to slap the Eutiera logo on everything, but the illustrations I had completed were too bulky and unsuitable to be the main focal point in a design. However, as I began experimenting, I realized that breaking down the logo itself and rearranging its elements actually created a visually interesting pattern.
I played around with it even more and took a leaf of faith. Ironically, it turned out to be my favorite design out of this entire project. Eutiera's brand pattern is intended for use on merch such as tote bags and apparel.
Smile! You're on camera
Social media will always be an integral part of what makes a business's brand successful and recognizable amongst thousands of coffee shops. In conjunction with strong branding and visuals, Eutiera will have social media pages dedicated to content surrounding current menu items, community engagement, product launches, user generated content, local influencer partnerships, and cafe announcements. The goal of Eutiera's social media is to create content to attract new customers but to also cultivate a community that is based on the brand's core values: inclusivity, sustainability, and tranquility.
Don't ever stop growing 🌱
If you made it all the way to the end of the page, aloe! I hope you enjoyed all my plant puns and exploring my plant-themed coffee shop! Eutiera has been my favorite branding project that I have worked on thus far, and I'm excited to finally publish it after 3 months! Thank you for taking the time to explore the development of Eutiera with me. Until next time!