Dignity Specialty Coffee

Design: Arutza Rico Onzaga
Project Type: Produced
Client: Dignity Coffee
Photographer: Andrés Duplat
Location: Bogota, Colombia
Packaging Contents: Whole bean coffee
Packaging Substrate / Materials: Recycled paper
Printing Process: Lithography

This design was a absolute challenge to me because it is the first time I do a packaging design for the United States. With the help of my client, we built the characteristics of the audience and after we understand how are the persons choosing a specialty coffee in Washington and what the brand stands for, the client suggested a simple design that shows the farmer in first place. It was a risk not to have the logo for a brand that will be launched for its first time, so I proposed to put it big, but behind the farmer and in a low percent of the ink, so the people could read both.

What’s Unique?
The farmer illustration which is more important that the logo and the beautiful lettering of the logo.