When I first encountered the challenge of designing El Listón Café, I knew I had the opportunity to create more than just a brand—it was a chance to build an immersive experience that celebrated the rich tapestry of Mexican-American heritage. In this post, I’m excited to share how I, as the Art Director for OF THREADS, approached and executed a design strategy that fused nostalgia with modern sensibilities, weaving together art, storytelling, and cultural symbolism.
At the heart of the project was the desire to capture the unique narrative of El Listón Café. I wanted the space to feel both familiar and innovative—a place where tradition meets contemporary design. My vision was to create a brand identity that wasn’t just seen, but felt; an identity that resonated deeply with the community and honored the cultural legacy behind the café.
Every element of the project was thoughtfully designed from the initial sketch to the final detail. I began by crafting a timeless logo that honors traditional motifs with a modern twist, paired with a custom typographic system that balances heritage with contemporary clarity. Recognizing the importance of extending El Liston Café’s story beyond its physical space, I built an intuitive and responsive website, and developed compelling social media content that shared behind-the-scenes insights and cultural narratives to spark community dialogue. To further immerse visitors in the brand’s story,
I transformed El Liston Café’s environment with custom vinyl graphics that acted as both art and narrative elements, enhancing the architectural space with expressive design. Finally, I ensured consistent messaging across all mediums by designing cohesive print collateral—including flyers, Catalogs, and a custom zine—that provided a tangible connection to the café’s heritage and vision.
