Sonreír Coffee

Sonreír Coffee
Brand Identity and Packaging

Sonreír, Spanish for “to smile,” is a second-generation, Latin-owned ready-to-drink coffee brand rooted in Mexican American coffee culture. The founders came to Mindful & Good with a clear challenge: as a new brand without established recognition, the packaging had to immediately communicate authenticity, quality, and joy in a highly competitive category. The product had to speak for itself on the shelf.

We developed an identity system built around a single botanical illustration per flavor, drawn in a folk-art register that nods to talavera tile, papel picado, and hand-painted café signage. Each illustration is distinctive, recognizable by silhouette before the wordmark is even read. The wordmark draws from condensed display lettering common across Mexican storefronts: tightly composed, confident, made by hand. The palette pairs vibrant sun-washed tones with grounded earth neutrals, a system flexible enough to scale across four SKUs, café environments, and future product lines.

Sonreír’s first production run sold out, proving strong demand for a culturally grounded, clean-ingredient ready-to-drink coffee brand that stands apart visually and emotionally on shelf.

Credits

Client: Sonreír Coffee
Design studio: Mindful & Good
Creative director and designer: Rachel Martin
Photography: The Apricots Media