Socado

Founded in Venezuela, Socado has become a beloved neighborhood coffee brand known for its welcoming atmosphere and authentic café culture. As the company prepared to expand beyond its regional footprint, Gensler partnered with the client to establish a scalable brand ecosystem capable of supporting future growth while preserving the character and warmth that made the brand successful.

My role focused on developing the brand beyond the physical environment, contributing across brand strategy, packaging design, digital experience, and environmental graphics. The work established a cohesive visual language that could extend across every customer touchpoint, from packaging and merchandise to digital ordering, wayfinding, and in-store brand moments. Together, these components created a flexible kit of parts that enables consistency while adapting to a variety of store formats and future markets.

The project laid the foundation for Socado's evolution from a regional coffee company into a globally recognizable brand, balancing authentic Venezuelan heritage with a contemporary identity designed to grow alongside the business.