Selva Café | Brand Identity & Packaging for an Artisanal Coffee Roaster Overview Selva Café is a small artisanal coffee roaster with two years in the market, born from the idea of bringing people who drink coffee closer to the people who grow it.

The challenge The client wanted to escape coffee clichés: no literal beans, no “mall café” look, no upscale gourmet tone that keeps people away. The brief was to be special without being intimidating, while communicating total traceability, since every bag can be traced to a specific producer and farm.

The solution

Concept: coffee as living landscape and territory, not just a product.

Mascot: the grey tanager (sanhaço-cinzento), a common bird on coffee farms in Bahia and Espírito Santo. Discreet, warm and knowledgeable, like the brand’s personality.

Logo: a sturdy serif wordmark that feels handcrafted without looking improvised.

Palette: terracotta, foliage green and tanager blue, avoiding the usual coffee green and brown.

Tagline: “Cada grão tem um nome” (“Every bean has a name”), taken directly from the business’s main differentiator.

Illustration system: botanical illustrations that tie the brand to the land.

Result A visual identity that balances rustic and sophisticated, applied consistently across all touchpoints.

Deliverables: logo, brand seal, color palette, illustrations, mascot, coffee bag packaging, takeaway cup, mug, uniform, business card, presentation board.

Audience: conscious, curious coffee drinkers aged 25 to 45 who care about origin and process.

Values: Transparency • Sustainability • Authenticity