Molienda · sample case

The starting point

A portfolio is judged on applied work.

A good photograph proves someone can take a photograph. What a shop needs to know is something else: whether that photograph will still be useful on Tuesday morning when there is something to post, and whether the same sign can go on the door, in the feed and on the menu without looking like three different businesses.

This case shows both: the images, and the finished pieces that come out of them.

The images

Five images from the same house

They read as the same shop, not as a stock library.

Three coffee roasts on a stone surface — The three roasts in the house blend.

Croissants and a latte on marble — The croissant, whole and torn open on the same plate.

Sourdough loaves and one loaf cut open — The bakehouse: four varieties and one loaf cut open.

Avocado toast served at the counter — The house bread, served at the counter.

Avocado toast topped with a poached egg — Two menu items in a single image.

The applications

One photograph, four finished pieces

All four come from the same croissant image. Not one needed a new shoot.

The ad in its Instagram context — The ad, as someone scrolling actually sees it

The profile

This is the profile as someone lands on it

Nine pieces on one screen. That is where someone who landed by chance decides, before reading a word.

The text cards are the commercial argument.In a coffee shop the product changes every day and nobody manages to photograph all of it. The cards cover the days without a photograph using what never changes: how the coffee is roasted, how long the bread ferments, what time the doors open.
The account looks complete from day one.There is no waiting to build up material before the profile stops looking brand new.

Why this case and not just one

A system per trade, not a template

There was already a restaurant case. Repeating the same treatment would have been easier, and it would have proved one thing: that I can build a system. This one proves what matters, which isbuilding the right one for each trade.

A sit-down restaurant where you book a table and a coffee shop you walk into have nothing in common. Their pieces should not either.

The brand

One mark for the coffee bean and the grain of wheat

Moliendais Spanish for the milling — the one act a coffee roastery and a bakery share. The wordplay does not survive translation, so the symbol carries it instead: a coffee bean and a grain of wheat drawn as one silhouette.

Four versions of the symbol:stacked, horizontal with a descriptor, a round stamp for bread and bags, and the icon alone for an avatar.
And one sheet that says where each one goes:which version fits each surface and at what size, which is the decision to make before sending anything to production.

The mark applied to a cup, a coffee bag, a bread stamp and a window sign