Origen

Behind specialty coffee there are small growers whose work sustains an entire value chain, but who do not always receive fair compensation for their production. The challenge was to build a brand able to put them at the center, connect their work with coffee drinkers, and communicate the value behind every bean.

To build a relevant brand, it was necessary to understand the gap between those who grow coffee and those who eventually drink it. Although origin and quality are fundamental to the product, growers’ work can fall into the background behind intermediaries and the brands that sell the coffee.

Research focused on how the brand could make producers visible, communicate the value of their work, and bring them closer to new audiences.

The strategy was to build a brand that connects the product with the people who make it possible. More than selling coffee, Origen had to communicate provenance, recognize growers’ work, and create a closer relationship between producers and consumers.

Origen puts the grower at the center of the story—not as background, but as the protagonist. We chose a vibrant magenta as the distinctive color, breaking from the greens and browns typical of the category and giving the brand a contemporary, memorable presence. Fellix, a typeface with bold, approachable strokes, reinforces that warm but confident personality.

Origen was an opportunity to explore how brand design can help make visible realities that often sit outside commercial communication. The project shows the importance of building an identity that not only represents a product, but also puts first the people, the work, and the context that give it value.