São Paulo, SP, Brasil

Design: Estúdio Capim
Location: Brazil
Project Type: Produced
Client: Vermelho Coffee
Product Launch Location: Brazil
Packaging Contents: Coffee
Packaging Substrate / Materials: Aluminium coated kraft paper with valve
Printing Process: Digital printing

The Vermelho Coffee is a specialty coffee. Vermelho (Red – in Portuguese) is a local coffee brand produced in the State of Paraná, in the south countryside of Brazil. This region is known by its special atributes of flavour and quality that only their soil and weather can provide, resulting on a unique flavour identity. The soil of this region is known as “terra vermelha” (red soil – in Portuguese) due to it color after millions of years of decomposition of volcanic rocks, that were rich in basalt and iron.

The owner tasked us to create packaging that tells the story of his coffee’s perfection with every little detail such as varieties, origins and altitudes, roasters scores, and even farmers’ names.

Our biggest challenge was to develop a regional brand with a modern identity at the same time. The result is a simple, elegant and strong personality brand, that reinforces the product itself.

The whole concept was based on the color of the soil. Besides the red, we chose black, white and yellow as secondary colors that combine and make a good contrast. Lines are strong and fonts are sober. The brand element was designed to refer to the ancestry of coffee consumption. We extract the outline of the brand’s auxiliary LOGO, and add different colors in it, this making it a new visual element related to the brand.

We want to transfer the characteristic of coffee and coffee beans to the audience by visual expression of taste and smell. This project is about naming, branding and packaging for a local coffee production from Brazil.

Grab your cup of coffee and enjoy!