Coffee Branding Project
Hector Suchilt
ART 168
Concept & Sketches:
Calaca Coffee Roasters aims to attract the alternative young crowd and teach them about ethical consumption of coffee. In a world in danger of climate change, coffee is an everyday product that will be affected the most. Calaca Coffee Roasters wants to attract the alternative youth that is more open to the ideas of conservation and environmentalism within the coffee industry.
My design ties back to the old art trope of memento mori in art history. The reminder that nothing last forever and that we should be conscious of our own futility ties back to the danger coffee faces with climate change. My 3 brands pay homage to the heritage of the lands where my coffee will be sourced from in South America. Jaguar is a symbol representing the ferocious beast present throughout all South American Lands. Sol is an icon of Indigenous descent representing a common deity among separate South American Cultures. Finally Quetzal is a direct tie to the Aztec feathered snake deity of which I personally have ancestors from.
Rough Draft & Graphic Translation
In my first drafts of the logo, I had much trouble fitting the cup and actual word mark together in harmony. It was my intention to keep in mind that this would be a low-budget production. So, I set out to create a "sticker sheet." My idea was to create large stickers for the front and back of my coffee bags, this would cut down costs compared to personalized coffee bags.
Revisions & Final Draft
For my final drafts, I had to rework the hierarchy of my text on the front and back labels. My icons of blends and logo where also fighting for space in the label. I decided to make my icons smaller and I kept the same shape for the color spaces for consistency in my final design. Overall, I think my message is conveyed but only half way. I would like to revisit this project sometime in the futute
