Culture
Shock
Branding
Identity Systems and Cultural Branding

You like coffee too right?

Overview

I chose to create my shop based off of Chile, and I chose the name Huaso to represent Chile’s spirited nature and independence. I also created a look-book that represented my brand. The reason I chose Chile is because of its story, and the how the landscapes hold high value to its people.

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Front Design

This project went through a lot of stages, and these are the early designs. Featured in these designs are the back of the coffee bags, which eventually were discarded. Also, while observing the early designs, you can notice the logo development. Everything is in a descending order.

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Back Design

The back design would have featured a statement from the brand and a visual cue from the logo and wordmark. In the first version it was more subtle, but by the second I had really delved into the brand development behind them. I discarded it because the coffee bag would be the same on both sides.

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Look-Book

After the coffee branding was done, I had to create a look-book to go along with it. The cover went through two stages, and on the first one, I wanted to add an illustration that reflected the cultural significance behind my brand. Ultimately, I decided keeping my cover simplified would hold the reader’s eye better, and still keep the strong representation through its patterns. The full look-book is available now. (Best if viewed in acrobat, pages are spreads.)

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Motion Graphics