Origem
Coffee from Minas Gerais with a story to tell. Identity, packaging and art direction built from the land and the bean.
The context
Minas coffee with an origin
A coffee that brings the farm to the cup and stands out on the shelf.
The challenge
Kraft, thin type and the same promise
Specialty coffees tend to look alike: kraft paper, thin type and the same promise of quality.
Origem needed to be recognized from across the aisle, without losing its honest connection to the farm and the people who grow it.
What we did
A logo you read from the next aisle
A dense logo with bold curves that reads from a distance. Leaves, beans, topographic lines and botanical illustrations bring the farm onto the pack.
The dark palette adds depth and the earthy tones recall roasted beans. The Clássico and Reserva Anaeróbica lines each got their own codes within one system.
The result
Easy to find, easy to remember
Every coffee comes from somewhere. Origem exists so that place isn't forgotten.
The art direction uses wood, burlap, ceramics and warm light to bring the product close to the real coffee moment. The illustrations tell of the harvest, the porch and the rest.
The result is a brand that is warm and firm at once: easy to find on the shelf and easy to remember in the cup.
Project sheet
- 01Visual identity and packaging(Service)Client: Origem
- 02Specialty coffee(Industry)Illustrator, Photoshop, Figma
- 032026(Year)A coffee that brings the farm to the cup and stands out on the shelf.
More work
- PrumilleVisual identity and e-commerce
- SolumVisual identity and campaign
- CaribeVisual identity and website
- NoktaVisual identity and digital product
- Wendell CarvalhoLaunch page · Case coming soon
Tell us about your business
Five quick steps. If you're not sure what you need yet, we'll figure it out together.