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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.