We present the naming, branding, and packaging we developed for “Café Derrota.” Under the slogan “Learn to Love Them, They’ll Build You,” we wanted the brand to invite reflection on the beauty of small setbacks and the strength that emerges from each fall. It was a great creative challenge for us to beautify and reframe a word that typically carries negative connotations. The packaging design comes in three variants: soft, medium, and dark. The project is inspired by vintage fight and boxing posters from the 20th century, transporting us to an era where challenges were faced with strength and determination. The illustrated characters—two boxers in combat—serve as a visual metaphor that seeks to represent overcoming defeat, both in the ring and in life.

Café Derrota is more than just a beverage; it’s a symbol of resilience, wrapped in an aesthetic that celebrates nostalgia and the fighting spirit. Each cup serves as a reminder that setbacks can lead to growth, echoing the experiences of countless fighters who have risen again after a fall. We incorporated a rich color palette that reflects the intensity of each coffee variant, evoking a sense of warmth and familiarity.

To enhance the experience, we designed collectible cups featuring inspirational quotes from renowned boxers, encouraging customers to embrace their own journeys. The tactile quality of the packaging invites interaction, making each unboxing a moment of joy and contemplation. As consumers savor the unique flavors, we hope they’ll not only taste the coffee but also feel the story of perseverance behind it.

Café Derrota is an invitation to celebrate life’s challenges, reminding us that every setback is merely a setup for a comeback.