Juan Valdez is the coffee brand that carries the country flag in Colombia and in the world.
At this time, I was commissioned to develop a package for a special edition of coffee whose great differential is its environmental social cause for the protection of the jaguar and its territory located in the mountain of the Sierra Nevada de Santa Marta, a magical and ancestral place. A place to sow the coffee of this special edition. Conceptually developed as “El Camino del Jaguar” and captured in a sober and literal way.
An image that represents that step of the Jaguar that leaves its mark on this mountain is the cover that tells the story of what this coffee contains.
For the consumer to be very clear about the differential of the product at a sensory level, develop an infographic that illustrates characteristics of taste, smell, temperature, and roasting process, the geographical location of the farm where this coffee was planted, and a differential that the plant has during the ripening of the coffee fruit, being always in the shade and protected from the direct rays of the sun, as it is hidden within the forest.
A no less important detail is the stamp of the Jaguar Friendly certification which I retain its color where the face of the feline is illustrated over the three stripes with the colors of the Colombian flag. This adhesive stamp was placed on the back of the can along with the descriptor of what it means to carry that certification.
As for color, we have a large green that represents that somewhat inhospitable and dense territory like the Sierra Nevada de Santa Marta, and a coppery orange that contrasts strongly and represents this feline, its spots, and its path.
The typographic choice and its handling faithfully respond to the codes and manuals of the brand, in order to preserve an already established language and that managed to give it the premium and sobriety that the brand identifies.
A cylindrical metal packaging printed in three colors and engraved in low relief, two-piece screw-type closure system with internal support at the base. (Secondary packaging)
- Agency/Creative: Calaicher / InsideStudio
- Article Title: Juan Valdez Colombian Coffee Special Edition “El Camino del Jaguar”
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Colombia
- Market Region: South America
- Project Deliverables: Graphic Design, Packaging Design, Product Naming
- Format: Bag, Can
- Substrate: Metal