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Brand Strategy for Dignity Coffee Packs

This graphic design was a absolute challenge to me because it is the first time I do a packaging design for the United States. With the help of my client, we built the characteristics of the audience and after we understand how are the persons choosing a specialty coffee in Washington and what the brand stands for, the client suggested a simple design that shows the farmer in first place. It was a risk not to have the logo for a brand that will be launched for its first time, so I proposed to put it big, but behind the farmer and in a low percent of the ink, so the people could read both. Printed on sustainable paper. One ink.

We did:

-Bag design
-Box design
-Tag design

See the entire branding system! 

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