La Tortuga
Brand Identity
Logo Design
UI Design
A used bookstore and cafe for curious book lovers located in the heart of Mexico City. La Tortuga understands the importance of unplugging, connecting with your community, and getting lost in a good book.
When approaching the branding for La Tortuga, I wanted to create a wordmark that emulated the physical shape of a turtle. The slow-moving turtle animation was crucial to include as well, emphasizing the brand values of taking your time and savoring small moments.
The question I kept coming back to when creating La Tortuga’s brand rollout was, “Is this playful and welcoming?” If it wasn’t, I had to rethink my design.
