Mag by el Magnífico has repositioned its visual language, introducing a new character to bring the identity to life. The illustration is representative of who we are in our most authentic forms: we're weird, playful, joyful, and sometimes running late. Creating a relatable character is not an easy task, but Requena has made it look simple for this Spanish coffee shop.
Sometimes a cafe can feel a bit stuffy or overdone, but Mag by el Magnífico is anything but conventional.
Cafés el Magnífico is strategically repositioned and updates its visual universe to reach a diverse target. We start from the partial reduction of his name to introduce Mag, a new character who will bring together his values and project them through messages and situations always related to the world of coffee.
Instagram: Requena Office
Character Design: Gabinete Exquisito
Animation: Ester Dus
Photography: Martí Pujol
Client: El magnífico