Brief
To create a cohesive set of branded materials that honored the vibrancy of Honduras, communicated authenticity, and elevated the brand experience — from the first glance at the packaging to holding a warm cup of Rubato coffee.
The visual identity needed to:
- Feel handcrafted but modern
- Reference Honduran culture without feeling stereotypical
- Be adaptable across multiple touch points
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Process
Discovery and Inspiration
I began with informal but insightful conversations with the founder about the sourcing process, the relationships with Honduran farmers, and the values behind the business. We explored stories of the land, farming traditions, and the export journey of the beans.
Inspiration
The bold, saturated colors of Honduran nature — lush greens, deep coffee browns, vibrant tropical tones
The woven patterns and textiles found in traditional Honduran fabrics
The rhythm and warmth of the word Rubato, a musical term, which we used to inspire movement and flow in the design elements.
Deliverables
Coffee Packaging Design — including labels adaptable for different roasts
Paper Cup Design — vibrant and pattern-driven, ideal for takeout visibility
Branded Stickers — for sealing bags and giveaways
Business Cards — bold, minimal, tactile
Reusable Graphic Patterns — inspired by Honduran fabrics for social media, merchandising, and printed materials
Design Approach
The visual system blended structured, modern typography with expressive patterns and earthy color palettes. Packaging designs featured layered textures and simple labeling to keep the product info legible while allowing the artistry of the visuals to shine. The patterns were used as dynamic, modular elements across all collateral, allowing flexibility while maintaining a unified brand language.
Outcome
The final assets were well-received by the client, who felt the designs elevated Rubato Roasters’ presentation while staying true to their values. The brand now has a distinctive, warm, and culturally resonant identity that sets it apart in the specialty coffee space.
“This really brought the brand to life. The designs helped me see Rubato Roasters as more than just a business — it feels like a story now.” — Rubato Roasters Founder
Impact:
- Established visual identity for a growing coffee business
- Enhanced shelf presence and customer perception
- Created scalable assets for future brand expansion
