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2024

Zaracao

Zaracao

Zaracao

Discipline

Brand Identity

Sector

Food & Beverage

(Overview)

Zaracao Coffee wasn’t just another brand to style — it was a strategic challenge in standing out, confidently, in a crowded artisan coffee market. From the outset, I knew this identity had to do more than just look beautiful. It needed to create real differentiation and command a premium position. My focus was to develop a brand that felt grounded, characterful and intentional — something clear, consistent, and built to last. I worked to define a bold visual direction that would let the product speak through restraint, originality, and depth.

The packaging — a modern bag format chosen before I came on board — became the canvas for bringing the Zaracao identity to life. I introduced a muted yellow offset against a rich dark brown to create warmth and visual distinction. A flamboyant script typeface added a crafted, expressive touch that nodded to authenticity and heritage, balanced by a simple coffee silhouette graphic that anchored the design in tradition. The visual language was designed to feel editorial, textured and quietly confident — combining modern elements with recognisable markers of quality and origin.
My role went far beyond the front of the pack. I developed the full visual identity — from logo and colour palette to type styling, editorial design, packaging application, and a detailed set of brand guidelines. I also helped define the art direction for digital spaces, including the website and social media touchpoints, to ensure cohesion across the brand experience. For me, it was about building a brand with presence and purpose — one that would resonate across every moment of interaction.