Creation of a distinctive logo and brand identity that reflects the quality, tradition and dedication in the farm's specialty coffee production.

Study of the specialty coffee market and analysis of competitors. Research with a geohistorical approach and the values ​​of the estate. Interviews with owners and workers to capture the essence and spirit of coffee production in Venezuela.

The geohistorical approach was chosen, seeking to capture the essence of the place and its commercial development. The importance of coffee activity, manual labor in the region and the characteristics of the landscape inspired the inclusion of the human figure as a central element in the design of the visual identity, thus highlighting the value of work and tradition in history. of the area.

A prior study was carried out to select the key elements to include in the emblem, from the aforementioned analysis the following were established: the farmer as the main element, 3 states of different maturity of the coffee plant, the blue sky, the mountains and the sun characteristic of the region. The style of the illustration is minimalist with a use of colors characterized by high contrast.

The typography selected for the name of the hacienda is in harmony with the simple shapes of the illustration while being legible in the different proportions in which it is possible to present the graphic identity.

The definition of the color palette, inspired by the natural tones of coffee and the landscape of the hacienda. The selection of fonts was made with the idea of ​​complementing the logo and reinforcing the image of quality and tradition. Graphic elements and elements were created that reinforce the brand's visual identity through the displays of promotional material designs, such as brochures, business cards and social media posts, guaranteeing a cohesive brand experience.

The logo design and brand identity managed to capture the essence of the hacienda, projecting an image of quality, tradition and dedication. The new branding has been well received by customers and distributors, contributing to increasing recognition and appreciation of the specialty coffee produced by the farm.