Our brand is about connection and legacy. We believe that coffee is a ritual of bringing people together, creating relationships, and sharing ideas, so a good coffee is the one that allows us to reach out and touch the shoulder from someone we love. A coffee made with care, affection and the knowledge passed from parents to children, and which is now passed from us to our community.
Act of blessing, of blessing, of invoking divine grace on someone; blessing: I ask your blessing. A habit from people of Brazilian countryside that acknoledges the undeniable authority of their elderly relatives, and show respect to them.
The Cardoso family produces coffee on the family’s land, Sítio Serra, since 1925, with the acquisition of the farm by the late Mr. Zé Cardoso, a man who knew coffee like few others, and who passed this knowledge and passion for the land to his children and grandchildren.
The brand has a personality built around Mr. Zé’s legacy, and it was looking at him that we defined the brand’s personality: Honest, Welcoming, Careful.
Interviews with Mr. Zé ‘s family members revealed what his most striking features were: The hat, mustache and nose. Thus, as a central element of this visual identity, I created the letter B in a manual layout that, when rotated, forms the silhouette of a hat, the mountains of the production region, the smoke of a coffee cup, among other elements.
The identity brings property and recognition to the brand in a market that is enourmously saturated with elegant high end brands. Instead, Bença focuses on the human side of coffee, and the legacy of a family that is passionate about their craft. And there’s no better way to appreciate coffee than that, don’t you think?!
- Agency/Creative: Lucas Iemini Design Studio
- Article Title: Lucas Iemini Design Studio Creates Identity for Family Themed Specialty Coffee Brand
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Brazil
- Agency/Creative City: Santa Rita do Sapucaí
- Market Region: South America
- Project Deliverables: Brand Design, Brand Guidelines, Brand Identity
- Industry: Food/Beverage
- Keywords: coffee, specialty, café, brazilian, family, delicate, nostalgia
Designer and Creative Director: Lucas H. C. Iemini