Casabuela Café is a soulful new concept opening in Williamsburg, Brooklyn. It’s a lush, lived-in café inspired by Puerto Rican heritage and the legacy of the matriarchs who made everyday life feel magical. More than just a café, Casabuela is a cultural sanctuary. It is a reimagined living room where generations can gather, connect, and feel at home.
Rooted in memory and designed with intention, the space blends nostalgia with modern ease. There are puzzles on the tables, kids exploring in the front, and cocktails and café con leche served in the back. Tropical florals, warm spices, and draped fabrics fill the air with comfort. A Taíno-style coquí frog, the café’s emblem and heart, stands proudly as a symbol of culture, resilience, and ancestral roots.
From brand voice to design, every detail is intentional. The tone is Warmly Blunt, Culturally Familiar, Nostalgic Yet Modern, and Funny but Grounded. It reflects the kind of affectionate realness only a Caribbean grandmother can deliver. You’ll see it in phrases like “Eat something, you look skinny” and “Only abuela gets to ask why you're single,” already woven into the brand’s packaging and merchandise.
To avoid the cliché tropical palette, the brand colors were chosen to feel earthy, warm, and rooted. Chocolate maroon, baby mint, fiery red, seafoam green, and leafy green come together to evoke the feeling of a cozy garden kitchen. The palette is inviting, soulful, and full of life. These colors whisper home, history, and heritage rather than vacation.
More than just coffee or cocktails, Casabuela Café is a space to gather, feel seen, and be held, especially for the women holding it all and the generations they’re raising. Here, mothers don’t have to choose between being present for their children or for themselves. It is a place built for the ones building the village, where curiosity is encouraged, culture is honored, and everyone is welcome to slow down, sip something sweet, and exhale.
Logo Design
Custom illustrations
Brand Identity
Merch Design
Creative Direction
Typography Styling
Premium Photo Editing
Tone of Voice & Copywriting
