1790 Coffee is a specialty coffee that has been grown for over 200 years by indigenous communities in Mexico. It is a unique and distinguish delicacy because each variety comes from a single region and is grown in small farms with strict quality control. It is roasted in Washington DC. It has a powerful, rich and thick taste with a hint of chocolate notes. The reason behind this unique taste is that the coffee shares the soil with cacao plantations.

The brand had already been launched with a design, so Nitid Studio had to decide which elements to keep and which to leave out to preserve the essence of the brand. Another challenge was to communicate the origin without falling into the typical elements of the country. So they defined and mapped the U.S. consumer’s semantic network in terms of “Mexican-ness” and strategically selected the right elements based on that research. Aztec elements are evident in the design, which, along with the gold, subtly activate and connect both the Mexican and quality concepts. The eagle as a Mexican symbol from the previous design was kept, but the agency used geometric shapes in the redesign. The reason for this is that these are easier for our brain to decode. Hidden elements can also be found in the symbol. And this kind of discovery works as a reward for our brain and gives a pleasant feeling.

The sides of the bags were also used to represent the cities and places related to the origin and production of the product. In this way, you can see how the packaging communicates with unique and distinctive elements in 360 degrees.