Florencia y Fortunata

Florencia y Fortunata is more than a coffee shop. It’s a business built to correct an imbalance, recognizing the labor of women in every part of the coffee supply chain. The challenge wasn’t to make a coffee shop look good. It was to give form to a belief system. I was brought in to lead the brand from the ground up: Strategy, positioning, naming and a visual identity anchored in rich blues and earthy textures, chosen to challenge the sugary pinks we’re used to seeing when “feminism” goes to market.

I wasn’t designing cute. I was designing strength and conviction. Once the brand was built, I handed it off to interior designers, photographers, and creative teams to bring it to life across physical space and touchpoints. What started as a three-month sprint became one of the world’s 100 best coffee shops. If you're heading to Machu Picchu, stop at either of their two locations and drink the story ☕️💙