Across Industries
AMAN Coffee
A specialty coffee brand built from strategy to packaging around calm, presence and the mountains of Mérida.
- Branding / Creative Direction
The challenge
There was no brand to work with. AMAN had the coffee and nothing else: no name in the market, no identity, no voice. Everything was built from zero.
What we did
We built AMAN Coffee from the ground up — brand story, purpose, essence, values, archetype and tone of voice — drawing on Japanese minimalism, the concept of Ma, Kaizen and the Japandi aesthetic, and on the mountains of Mérida the coffee comes from. From that strategy came the whole visual identity: logotype and its variations, icon, seal, colour palette, type system, application rules and visual direction. Then we took it into the physical world: coffee packaging, signage, cups, uniforms and every touchpoint a customer actually holds.
The work
