LA PANORÁMICA
A café that frames the landscape as its main attraction.
Brand Strategy & Positioning | Creative Direction & Design
Challenge
La Panorámica was more than just a café—it was a threshold to one of the most breathtaking views in Patagonia. But the brand failed to reflect its unique value.
It was seen as just another stop for a snack, rather than an experience in itself.
Customers weren’t talking about it, and pricing didn’t reflect its privileged location and exclusive experience.
No connection between product and place—the coffee, the pastries, the souvenirs all felt standard, missing an opportunity to become part of the journey.
The challenge was to transform La Panorámica from a simple coffee shop into a landmark destination, an experience as valuable as the landscape itself.
Solution
🔹 A Brand that Frames the View – Making the Landscape the Hero
The new brand concept turned the café into a gallery, where the real artwork was the expansive, world-class panoramic view.
We designed materials that let visitors take a piece of the landscape with them—the box becomes a souvenir, the coffee cup doubles as a viewfinder.
The tagline evolved from just a name to an invitation:
"Confitería La Panorámica – Un paisaje que se bebe." (A landscape you can drink.)
"Confitería La Panorámica – Un paisaje que se bebe." (A landscape you can drink.)
🔹 Visual Identity & Sustainable Souvenir Concept
The handwritten, timeless typography evokes old travel postcards, reinforcing the idea of nostalgia and discovery.
Packaging was designed to be interactive—the coffee sleeve has a cutout hole, allowing visitors to “frame” the landscape through their cup.
The takeaway boxes, instead of disposable branding, serve as keepsakes, printed with vintage-inspired maps and hidden hiking tips to encourage exploration.
🔹 Experience Design – A Destination, Not a Pit Stop
The space was redesigned as a viewing platform, where sitting for coffee became a moment of stillness, not just a break.
A dual-access experience: Visitors could arrive by hiking up or taking the elevator chair, creating two narratives of arrival—effort or ease.
A collection of small, thoughtful details—from custom-printed napkins with weather predictions to a journal where visitors could leave reflections, making them part of the story.
Impact
✔ Higher perceived value → Premium pricing justified. Visitors no longer just paid for coffee—they paid for a curated moment within the landscape.
✔ Increased word-of-mouth → More organic traffic. The interactive elements made it a social experience, something worth sharing.
✔ Expanded into a hiking destination. By integrating hidden trails and alternative routes, La Panorámica became a stop along the journey, not just a resting place.
✔ Souvenir culture → A brand that travels. The packaging didn’t just protect products; it carried memories, ideas, and experiences beyond the café walls.
✔ Increased word-of-mouth → More organic traffic. The interactive elements made it a social experience, something worth sharing.
✔ Expanded into a hiking destination. By integrating hidden trails and alternative routes, La Panorámica became a stop along the journey, not just a resting place.
✔ Souvenir culture → A brand that travels. The packaging didn’t just protect products; it carried memories, ideas, and experiences beyond the café walls.
Conclusion
La Panorámica is no longer just a coffee shop. It is an observatory, a postcard, a pause, a piece of Patagonia you can carry home.
What if your coffee wasn’t just a drink, but a lens to experience the world?
