A Return to Coffee as a Destination
Once, coffee was a drink to be savored—enjoyed at the diner counter. Now, itʼs an energy fix, reduced to a paper cup on the go. Itʼs become a way to get through the day—a “cup of joeˮ for the working Joe. Trasnocho wanted to show that its coffee is more than a means. Itʼs the destination.

Where Life Takes a Pause
Premium Arabica beans, carefully cultivated and harvested in El Salvador, infused with aromatic flavors that complement, not overpower, the original coffee profile. Each cup invites you to pause and savor the moment. To tell this story, we needed packaging as memorable as the experience itself.

Inspired by the Culture of Sobremesa
In Latin American culture, coffee is an invitation—sobremesa. A pause in the day where stories unfold and connections deepen over the table, long after the plates are cleared. Often leading to trasnochar, embracing those peaceful hours between dusk and dawn, staying up through the night.We distilled this into our slogan: Savor the Pause. The packaging, designed like a rising or setting sun, is a nod to those quiet, reflective times when coffee becomes more than just a drink.

And Honoring Its Origins
One last story remained—the origin of Trasnochoʼs rich heritage, rooted in the fertile lands of El Salvador, known for its lush flora and diverse fauna.
We tied each infusion to a native animal:
– The torogoz perched on cinnamon bark
– Hazelnuts crown the antlers of a white-tailed deer
– A spider monkey swinging playfully with cardamom
– Peppermint flowers twist around an ocelotʼs tail
– Hazelnut seeds rest beside a cottontail rabbit

Vivid and symbolic labels, inspired by tarot cards, capture the mysticism of the land. The packaging became more than a container—it became a story. Each cup invited drinkers to connect with the land and the culture. Most importantly, coffee became an experience.