In the vibrant world of coffee culture, Hermanos Colombian Coffee Roasters have emerged as a beacon of excellence since their debut at Victoria Station]. Under the visionary stewardship of Fellow, their journey has evolved, expanding across London with a series of new establishments. This strategic partnership aimed not only to redefine Hermanos’ brand identity but to establish them as the quintessential choice for discerning coffee aficionados. Rooted in preserving the brand’s essence, Fellow’s design intervention seamlessly fused the exuberance of Hermanos’ atmosphere with their founders’ compelling narrative, sharing the essence of knowledge, passion, and quality cherished by their dedicated patrons.

At the heart of this transformation lies the Brand Idea Line — “True Colombian Spirit” — an encapsulation of the very essence that Hermanos embodies, nurtured by their rich Colombian heritage and passion for coffee.

Fellow’s journey began by peering into the competitive landscape and dissecting the existing brand. The outcome was a distinctive revelation that set Hermanos apart within a saturated market. In a realm where ‘premium’ often translates to a sleek, modernist aesthetic, Fellow’s ingenuity reframed this concept through the prism of value. This approach retained the brand’s authenticity, infusing its origins and cultural fabric into every facet. Thus, the brand became an embodiment of the vibrant Colombian spirit, echoing the unique characteristics mirrored in every cup of their coffee.

The journey continued with an exploration of aesthetics. Hermanos’ brand needed to pulsate with vitality, drawing inspiration from Colombia’s natural landscapes and the subcultures that define its regions. The outcome was a dynamic colour palette and typographic selection that echoed the pulse of these locales. Fellow ingeniously embraced bold fonts reminiscent of street art and infused them with the vibrancy of pigments that grace Colombian shopfronts.

Typography itself turned into a bilingual art form, eloquently combining sans-serif and serif fonts. Spanish, Colombia’s dominant language, took the lead, enabling Hermanos to communicate their heritage and personality while ensuring seamless understanding through English translations.

During the conceptual phase of the project, Fellow integrated legacy assets from the existing brand, including a pictogram. This pictogram served as a visual representation of the brand, featuring the founders in vector form. We reimagined and refined this pictogram as a hallmark of quality, to be consistently employed across the brand alongside the primary logotype.

A pivotal juncture of this transformative journey was the development of a design system to illuminate Hermanos’ array of single-origin coffees. This system, a harmonious blend of graphic shapes and colours, etched the contours of Colombia’s landmarks—Temples, Valleys, Favelas—on a grid reminiscent of traditional weave patterns. Each shape portrays a unique region, infused with distinct colour pairings, transforming every coffee into a journey of taste and culture.

As Hermanos’ visual narrative evolved, our collaborative partnership extended across various touchpoints. Packaging and brand collateral became a creative outlet, including coffee labels, bundles, and taster kits. The result of these efforts was revealed at the London Coffee Festival, where Hermanos launched the revitalised brand and introduced its refreshed visual identity, connecting deeply with the enthusiastic coffee-loving crowd.

Hermanos’ transformation was a testament to creativity and collaboration. Through this journey, the revitalised Hermanos Colombian Coffee Roasters has carved a new chapter in the tale of coffee culture — a tale that speaks of heritage, culture, and authenticity.