Andrés Higueros avoids coffee shop clichés with a BoJack Horseman-inspired brand identity

When creating the brand identity for the Tulum-based coffee shop, Story Horse, Andrés Higueros took into consideration his clients’ respective Irish and Mexican identities. The cafe’s name is born from the Irish idiom ‘What’s the Story, horse?’, which doubles up as greeting and conversation starter. It’s owners reached out to Andrés to create a fun identity “featuring a horse in different scenarios portraying various stories that you experience in Tulum”, Andrés tells us.

Creating distinct visual identities is Andrés’ bread and butter. He founded AH fonts, his brand-focused custom type foundry and AH Work, a studio specialising in culture, hospitality, fashion, and commerce projects, as well as having worked with brands such as Apple, Uber, as well as Columbian singer J Balvin. Story Horse is another story of cultural hybridity, for which Andrés had to find the right balance for.

Andrés process was very research-driven, and he took notice of Tulum’s coffee landscape; “Every brand had a very obvious aesthetic – brownish, neutral tones, with the coffee bean or cup incorporated into their logos,” he says. “I wanted to avoid being cliche and create a deeper brand with a strong story”.

The designer communicates Tulum’s beach and forest terrain through the colour palette of green and brown and he maintains a sense of dynamism with stickers for coffee bags and cups, assorted illustrations and unique positioning. The star of the show is Andrés’ Story Horse character, “a horse who is addicted to coffee, which is why he looks so electrifying,” Andrés says. He goes on to explain its applications: “I created different possible stories that one might experience in Tulum, like getting burned because you didn’t apply enough sunscreen” and “enjoying a delicious cup of coffee from Story Horse that you never want to end”.

In keeping with the fun and relatable tone, Story Horse is equally relaxed in its illustration style, which is “more doodle-like and naïve style”, as Andrés describes it. Drawing inspiration from illustrators like Braulio Amado, Psie Sucharki, and cartoons like BoJack Horseman, Story Horse’ brand identity balances cool and cartoon with its personal and playful character. Ultimately, his vision aims to transform Story Horse into a welcoming, laid back, and memorable environment. In Andrés’ words: “I want the new identity to communicate that Story Horse is not just a coffee shop, but a space for moments, conversations, and experiences that stay with you.”