Seeking to translate their proud Mexican roots into an eye-catching and approachable brand identity, the goal was to create a design that honored their heritage while remaining vibrant and inviting.

Inspired by the roots of Mexican-American generations, this identity blends tradition with a modern, playful spirit. Bold illustrations celebrate unity, family, and the legacy of coffee-growing passed down through generations. The elongated arms in the artwork symbolize connection, stretching from the past to the present—representing how the craft of coffee-growing transcends time, linking generations and reaching coffee lovers across the world.

The sense of fraternity and the warmth of sharing a cup of coffee come to life in scenes that evoke a close-knit community, where neighbors gather to share coffee, joy, and conversation.

Each character radiates authenticity, embodying both the enduring soul of Mexican coffee families and the pride of a new Mexican-American generation. It is a tribute to legacy, unity, and the timeless spirit of Mexico—a testament that no matter how far we go, our roots remain strong, vibrant, and alive.