AltoBentto Coffee - Visual Brand Identity

AltoBentto is a Branding project that was worked closely with the founding partners. A traditional Colombian coffee farm that gives birth to this captivating specialty coffee brand with the aim of bringing quality coffee to homes in the region.

Las Brumas is the name given to the farm where coffee is grown, located in the beautiful mountains of the town of Trujillo, in the Valle del Cauca, a coffee cultural landscape par excellence that apart from being beautiful and welcoming, provides the ideal geographical characteristics to obtain coffee of the highest quality. Right here, the whole process of washing and roasting the coffee takes place, thus achieving a result worth admiring and enjoying.

The main objective of AltoBentto is to publicize and position the brand in the minds of regular coffee consumers who usually opt for lower quality options, which offer a not so good experience and distance people from the genuine coffee culture. In addition, encourage the consumption of Colombian specialty coffee which is listed as one of the best in the world and this incredible value should be appreciated correctly.

For the brand identity, we use as main concept the element that gave name to the farm, the haze. It is known as Mist to a phenomenon very similar to fog, its difference is that the mist is a little less dense. In turn, two more concepts appear, the aroma and the wind. The first obviously comes from the delicious aroma of coffee, which fills the air with a comforting magic that awakens the senses and is unmistakable. On the other hand, I connected the concept of mist with the wind because these small particles of water are suspended in the air, also being the farm up in the mountain there is usually wind and the delicious feeling that appears when a soft breeze touches the skin on a nice day accompanied by a cup of coffee.

In a large part of the common of people in Colombia, low quality coffees produced with pasilla which acquire their flavor thanks to the high levels of tosthion that can be considered burned, are accepted and preferred being a country that produces the best quality coffee worldwide, which is somewhat ironic, the country that produces high quality coffee consumes low quality. The brand aims to change people’s ideal and encourage them to consume quality coffee.