Colcoffee captures Colombia's spirit, blending handcrafted coffee, culture, and warmth with an efficient American service model, redefining the Colombian coffee experience.
In a saturated market dominated by standardized coffee shop models, the goal was to carve out a niche that celebrated one of the world's best coffees. The challenge was to redefine the perception of Colombia—not just as a faraway destination, but as a vibrant hub of culture and identity. This concept merges Colombia's rich traditions with a fast-paced, high-quality service model, offering a refreshing alternative to the usual coffee shop experience.
The Jeep has been a vital part of Colombia's coffee history, used to transport coffee from farms through rugged terrains to markets, helping establish it as a key economic product.
Over time, it became a cultural symbol of pride and hard work. This is why the Jeep was chosen as the main symbol of the Colcoffee logo, representing the journey and spirit of Colombian coffee culture.
The visual identity draws from traditional graphics and symbolic landscapes, making each touchpoint a journey into Colombian heritage.
The approach leverages the artisan culture of Colombian coffee-growing regions and traditional visual elements, turning every interaction into a cultural hyperlink to the heart of Colombia.
I developed a brand rooted in the essence of Colombia—artisanal craftsmanship, vibrant traditions, and cultural pride.
By integrating geographic and ethnographic influences, we created an immersive coffee experience that goes beyond the product to embody the joy, warmth, and diversity of Colombian culture.
Colcoffee's target audience includes both Americans and US-based Colombians. We focused on finding shared characteristics to connect these groups, creating a seamless visual design and unified experience.
By positioning Colcoffee as a fusion of tradition and innovation, the brand achieves a distinct identity that resonates with both local and international audiences. The project successfully highlights Colombia's unique offerings while adapting to the competitive U.S. market.
