Brief
The Barrero family has been growing and roasting coffee for generations in El Huila, Colombia. They are launching a retail coffee brand and need an identity that represents both the historic values of the company. They would like to position the coffee as a premium experience. The initial naming convention of Columbian Guy Coffee Company has been suggested.
Strategy
In order to elevate the brand to a level that will be seen by consumers as a premium experience, a new name of Don Pacho, the paterfamilias of the Barrero coffee family, was chosen to replace the Colombian Guy moniker — to represent not only the rich history of the product, but to also resonate with consumers seeking a high-end coffee. Inspiration was gleaned from the landscapes that make up the region where the coffee is grown, as well as art and culture from Colombia. A palette of deep brown and gold was chosen along with clear, bold graphics, communicating a sultry, savory experience awaits.
