Nueve Coffee:
Creative direction & Visual Identity
For this project, I was responsible for the full visual development of the brand from the logo and identity system to the packaging, website, merch, and event materials. Everything was designed from scratch, with a focus on keeping the brand clear, cohesive, and adaptable across different formats and use cases.
The visual identity was designed to feel confident but accessible, avoiding trends or visual noise. It needed to work well in print, in physical spaces, and across digital platforms and feel like it belonged to the place it came from. Over time, I’ve applied the system to a wide range of formats: coffee packaging, social content, menus, signage, postcards, t-shirts, hats, and everything we use in real-world activations and pop-ups.
I also designed and built the brand’s website, keeping the structure minimal and focused on what matters: the coffee and the story behind each release. The goal was to maintain a clean and consistent tone across every channel whether physical or digital.
One of the biggest design challenges and the part I’m most proud of was developing the packaging for the coffee box. I designed a labeling system that uses an internal insert instead of a traditional adhesive label. The box has die-cut openings that reveal key information printed on the insert, which sits inside the structure. This approach allowed us to create a fully paper-based solution with no stickers or plastic, while keeping the packaging flexible for different products and easy to recycle. It took a lot of iteration to get right, but it ended up working exactly as intended both visually and functionally.
The project is still ongoing and evolving, but the core design system has held up through every change. That’s been one of the most rewarding parts seeing how the brand continues to grow without needing to reinvent itself every time.