Piedra Negra is an ecuadorian coffee brand that seeks to connect through traditions and authentic flavors. Their specialty coffee is only grown with organic processes that take care of the ecosystem to which they belong, while each bean is perfectly roasted to highlight its natural sweetness, its fruity notes and its enveloping aroma that make it unique. In 2021 its owner and manager, Juan Sebastian Coloma, contacted us to help him with a very special project, the creation of a specialty coffee for women.

During the pandemic, cases of femicide and gender violence increased in Ecuador and it is for this reason that the brand owner’s thought about how he could contribute in some way to this terrible situation. This, above all, thinking of his sisters, mother and wife and not wanting his sons to grow up in a society that does not value and respect women. That is why he undertook to create a product that is dedicated to women, from its flavor, its language, its design, etc. A total tribute that reminds the whole society to constantly recognize, value and admire the role of women.

Based on this, all the women of the Dabrand team began to conceptualize how we could convey this idea in a different, close and human way. After several weeks of raising and discarding ideas we arrived at the powerful concept of “The magic of being a woman”.
A story created by women and for women that makes the comparison of how a cup of coffee is like us since with its magic, energy and care it has united the family throughout generations by being a source of strength, courage and inspiration.

Under this creative concept we created a hand-illustrated packaging that represents us women in a diverse and colorful, feminine and daring, modern and organic way. That tells the story of how regardless of their shape, origin, colour, beliefs, each woman has an infinite capacity to love, create life and be the most fundamental pillar of society. Above all, by molding reality with magic. With the unique magic of being a woman.