Balance 51 is a company dedicated to distributing specialty Peruvian coffee in Europe, sourced from small-scale producers in Cajamarca, Junín, and Cuzco. The coffee is produced in limited quantities by local communities and cultivated through responsible and sustainable practices that support local economies and protect the environment.

/CONCEPT/

The brand identity was developed as part of a broader effort to communicate the company’s values and position the brand within the European specialty coffee market. The visual system needed to convey trust, fairness, and a strong sense of connection between origin and destination. The challenge was to express the relationship between the Peruvian landscapes where the coffee is produced and Amsterdam, the city where Balance 51 operates.

The solution was a modern and minimal identity built on simple geometric forms and a bold green color palette, creating a clear and recognizable visual system that feels contemporary and approachable. The color palette evokes the landscapes of the Peruvian high jungle, referencing the mountainous regions where the coffee is cultivated. Circular elements within the isotype introduce a sense of movement inspired by Amsterdam’s bicycle culture. Together, these references reflect founder Gian Carlo’s experience and the connection between origin and exchange.

The identity was further expanded through a cohesive visual communication system across both print and digital platforms, including the website and the photographic direction used throughout the brand’s social media presence. The visual language was designed to maintain consistency across every touchpoint while reinforcing the brand’s contemporary and approachable character.

Deliverables: Branding Kit, Brand Guidelines, Logo Design, Visual System, Packaging Design, Brand Communication Materials.

Credits

Brand Identity: Koete Studio Case Study Design & Motion: Leticia Padilla Creative Direction: Heler Pérez Design Team: Marcelo Fiori, Gabriela Damaso