PAULA FALAVIGNA
creative director

Refresh the existing line and introduce new ones—grounded in the understanding that, for Café Bustelo’s devoted coffee drinkers, authenticity is everything. Knowing that details would be key to capturing the individual nuances of Latino culture, the need to focus on honoring the brand’s rich heritage while evolving its visual expression in a vibrant, relevant way. 

RESULTS

Built on consumer insights, a Brand Architecture was developed to clarify need states and define unifiers and differentiators across product pillars. Embracing and celebrating the Latino culture, the design resulted in bold, bespoke patterns that positioned Cafe Bustelo as the go-to coffee brand rooted in flavor, quality, and cultural exploration.