The new identity is built around the personal story of the founder, known as “The Brazilian,” who becomes the central figure of the design. Illustrated holding the Brazilian flag and a sack of coffee, he represents the connoisseur, carrying the experience, care, and love for coffee. His handwritten signature acts as a personal guarantee of quality. The colour palette is drawn from the Brazilian flag, while typography balances simplicity and elegance. Packaging extends this narrative through a flexible system applied across retail packs, takeaway cups, sacks, and branded materials.
