This Project began when a friend told me he wanted to sell coffee from Michoacan, MX to people in California. 

We discussed what it was that he was looking to achieve, and how I could help him to achieve that goal through the work I do. 

After many conversations, it became clear that he wanted to market to local coffee shops and restaurants, and not break into the private sector just-yet.

Thus, it became evident to me that we needed to, not only, create a visual identity for his brand but also a “voice” that would instill feelings of trust, familiarity, and excitement, and also a brand that small coffee shop owners, baristas, as well as restaurant managers would feel like they’d want to do business with. 

Factors that had to be taken into consideration were: that my friend had already bought the golden bags used in the final composition designs and that we were limited to labels that couldn’t be transparencies, thus the initial brand identity and design direction was scrapped (mk1)

The results were “Don Luis’s & Company Coffee” (mk2).

This project involved Brand Identity, Logo Design, and Copywriting.