Casi CIelo Coffee seeks to bring authenticity, quality, and comfort in their overall brand. They chose the name "Casi Cielo" which translates to "almost heaven" in Spanish because their service is as close to heaven as they can get on Earth. Their goal is to be in full control of the quality they are able to serve their guests. The brand showcases feelings of bliss, flow, breath, and air. The sans serif provides a high end quality look, and the icon represents the letters of "Casi Cielo" combined with crescents that represent the sky along with coffee beans. The color palette was specific to sunset skies, Spanish regions, and coffee drinks.
