Cuesta Coffee Brand Design by Matt Erickson

When longtime friend and collaborator Tyler Abts reached out to Erickson Design Co about Cuesta Coffee, his new coffeehouse in a modern gallery space in Door County, Wisconsin, it was bound to be special. The space is shared with an AirBnB at the very northern tip of Door County, Gills Rock.It is the northern-most coffee shop in Door County. The area is prime vacation territory within the Midwest, with a vast and varied natural landscape, inspiring an outdoor lifestyle whether on the water or in the woods. A Cuesta is a ridge with a gentle slope on one side, and a steep slope on the other, which is what makes up the landscape on the peninsula of Door County. The coffee shop is of the place, and builds a community around the outdoors. The new concept needed an identity that reflects the dyn