The drink that makes sense in a world that doesn’t.
Scope:
Visual Identity Design
Brand Messaging
Website Design + Development
Print Ad Design
Credits:
Ivanka Urrea
Paola Azcarraga Galas
Teresa Robledo
Marshall Interiors
Lates Market
Lates Market entered an emerging category: convenience stores built for EV charging sites. The challenge wasn’t just to make the brand feel modern—it was to make the stop itself feel easy, seamless, and worth it.
EV drivers don’t just need products, they need a system that understands time—pause, flow, and everything in between. The brand had to feel forward and frictionless from day one, but simple enough to scale across locations and technology.
This isn’t branding you sit with, it’s branding you pass through.
The visual system is built for instant recognition—high contrast, sharp typography, only the essentials. Just as convenience should be.
A digital, forward-looking direction that feels clear, precise, and easy to read in real-world conditions.
Tap Photo
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We treated the space like an interface. Not a store, but a place you move through.
The branding defines how you navigate it—clear categories, intuitive placement, and a flow that makes things easy to find. Built around real behavior: quick decisions, low attention, constant movement. The identity isn’t there to stand out—it’s there to make everything feel simple.
We designed the website with the same logic as the physical space—clear, structured, and easy to navigate.
The layout is simple and intentional, guiding you through how the system works without overexplaining. Strong hierarchy, minimal text, and a controlled visual language keep everything focused and easy to follow.
Brand messaging was defined with a clear personality: direct, calm, and in control. No urgency, no noise—just clarity.
The copy is short and structured. Headlines carry the message, supported by only what’s necessary. Everything is designed to feel effortless—clear, fast, and easy to understand.
