We built a visual identity for a singular space within the Torresevilla ecosystem: a rooftop garden where nature, architecture and experience coexist. The challenge was to give it a voice of its own, recognisable and consistent with the overall identity of the complex. The aim was not to decorate a space, but to turn it into brand territory.
Torresevilla is today an urban and cultural icon. Loft Garden represents its most natural and aspirational side. The identity had to converse with the architecture without competing with it, fitting into the wider system while standing apart.
The system draws on two physical references from the site: the aerial view of the roofs and their zigzag paths, and the botanical richness of the garden and its singular species. The zigzag becomes a stable graphic trait. The planting is translated into stylised illustration and organic rhythm. The identity is born of the space and returns to it. The graphic language is built on a modular logic. The zigzag line structures layouts and formats. Botanical illustration brings texture, colour and vitality. The palette starts from green as the main tone and expands into fuchsias, lilacs and yellows, creating a lively, recognisable visual world. It is not a decorative brand. It is a graphic code.
The system unfolds across signage, murals, posters, editorial pieces and merchandise. Each format keeps formal flexibility without losing structural consistency. The identity accompanies the visitor experience and amplifies the character of the space.
Loft Garden turns a physical space into an experiential visual identity. The garden is not depicted as ornament, but as a structure for communication. A brand embedded in Torre Sevilla, able to attract community, activity and new operators. Design as a tool for urban activation.
