Los Chapines is a Guatemalan specialty coffee brand rooted in tradition, quality, and authenticity. The brand emphasizes its dedication to the coffee-making process, from plant cultivation to delivering an exceptional final product. With a target audience of men aged 30-45 who value both taste and experience, Los Chapines offers a premium, handcrafted coffee experience.

As the designer for this project, I was responsible for creating a cohesive brand identity that reflects the brand’s deep connection to Guatemalan culture and its commitment to excellence in coffee production. This involved the following deliverables:

Developed the core brand narrative emphasizing tradition, origin, and sustainability.

Created a positioning statement that highlighted the unique aspects of Los Chapines, such as its organic practices, meticulous hand-harvesting process, and family history dating back to 1965.

Designed a logo inspired by Guatemalan heritage, incorporating clean and modern elements to appeal to a sophisticated audience.

Developed a color palette reflecting the vibrant landscapes of Guatemala, including hues inspired by coffee plants, volcanic soil, and the country’s “eternal spring.”

Selected typography that balances tradition and modernity, ensuring readability across all touchpoints.

Created eco-friendly packaging with a minimalist yet storytelling approach, featuring details about the coffee's origin and unique qualities.

Designed icons and infographics for the packaging to explain the harvesting process and brewing tips.

Impact: The rebranding of Los Chapines has successfully positioned the company as a premium specialty coffee brand. The visual identity and storytelling elements have resonated with the target audience, generating a strong connection between the brand’s heritage and the consumer experience.