Tierra Garat Masaryk

Café Garat has a solid history in the life of Mexicans as the first gourmet coffee available in supermarkets. Reinventing itself as TIERRA·GARAT®, the brand now introduces an authentic, forthright and contemporary Mexican concept. The overall idea takes us on a multi-sensory journey to alluring coffee farms – to the source of a wonderful experience – and brings us back to the roots of earth, disclosing the untold story of Mexican coffee.

TIERRA·GARAT® evokes the magic and its origin, the coffee field and farms that transport us to a natural, honest, simple, and sophisticated Mexico; forged out of textures, the aroma of leather and earth, iron and knits of a “Coffee Brown” monochromatic Mexico.

TIERRA·GARAT® evokes the origin, the essence, the authenticity and sincerity of Mexican coffee. The materials, lighting, furnishings, tableware and accessories stem from a vernacular language that brings to the mind a simple but sophisticated, comfortable yet warm expression; encompassed by a contemporary and holistic concept, authentic and unparalleled.

The textures taken from embroidered leather, embossed hide, knits, and the earth comprise a language that allows the integration of elements in distinct applications, imprinting a particular personality to the brand.

The gastronomic offer is simple and straightforward: coffee and chocolate complemented with products that remind us of the flavors and scents of magical places, marvelous farms and rural landscapes of a rich and incomparable country.

 

Concept and Experience / Esrawe + Cadena / 2016
Creative Direction / 
Ignacio Cadena y Héctor Esrawe
Interior and Furniture Project / 
Esrawe Studio
Branding / 
Cadena + Asociados Concept Design
Design Team / Esrawe Studio: Javier García-Rivera, 
María Santibañez, Mariana Fernández
. Cadena + Asoc. Concept Design: Nora Cavazos, Ricardo Bideau
Executive Project / Javier García-Rivera, Pedro Paredes
Construction Supervision / Javier García-Rivera, Pedro Paredes
Builder / Diycsa
Lighting / Luz en Arquitectura
Photography / Jaime Navarro