Design Portfolio

Me, again 

I got restless with only Casa Oasis to play with (run), so I opened Playa Troncones’ first full-service coffee shop, serving organic coffee from a local, family-owned coffee plantation.

Starting from what was basically a cement shoebox, I put it all together in six weeks, including decor, furnishings, branding, and training my one employee (and myself) in the fine art of fine coffee preparation (with the help of YouTube and a few books). The cafe was quite a hit with locals, tourists, and roving chickens.

A cafe in six weeks on a skeletal budget!

My vision for Cafe del Mar wasn’t just a coffee shop, or even to fill what I saw as a need in the Troncones, but to create a hub. A non-alcoholic, daytime watering hole, a place for people to connect (and get their coffee fix). Before that, there were no specialty coffees available in town, much less organic, Guerrero-grown and roasted espresso. Mostly watery “cafe Americano,” which one appalled and coffee-jonesing European friend likened to dishwater.

Design wise, I wanted to create branding with a beachy, yet modern feel, complemented by signage of a more traditional yet fun Mexican sensibility. All to send the message that the “modern” professional quality coffee they love at home in the first world is available, even in this tiny, Mexican beach vacation town.

Profit potential was good, fun potential even better. People loved the cafe. We had a line out the door several times (with the two of us and one residential-size espresso machine, we were an apologetic part of the slow drink movement). But with great coffee, comfy couches, amazing playlists, wifi and the only AC in town, people soon calmed down and waited happily for their drinks. Also, there were desserts! Troncones’ first gluten-free oatmeal cookies, and my signature Mexican key lime pie live on in legend. In our one five month season, we had a party, a concert or two, and a farmer’s market. Mission accomplished.

All the cafes I’ve loved before

Matisse

Traditional Mexican Loteria art