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Cafe Bustelo Cold Brew
 Cafe Bustelo is a heritage coffee company with a reputation of providing a cheap, reliable product. What would it look like if they were to enter the ready-to-drink market? To answer this, I created Cafe Bustelo Cold Brew, a conceptual sub-brand that expands the Cafe Bustelo portfolio while still respecting history. Categories: Branding,
Packaging,
Environmental Design Tools: Adobe Illustrator,
Adobe InDesign,
Adobe Photoshop,
Midjourney,
Recraft.ai,
Blender Roles: Graphic Designer,
Production Artist















Design Process

After researching Cafe Bustelo’s brand story, competitors, and recent marketing efforts, I identified three brand traits: chic, bold, and friendly, that I would use to focus my design. From this, I created the concept phrase of “Havana in a can” that would represent the sub-brand.

I used yellows, purples, and reds to pay homage to Cafe Bustelo’s long-standing brand equity, while expanding into something new. Using these warm and bold colorways would ensure that the sub-brand has a familiar, yet distinct voice in an already crowded canned coffee market.

I also experimented with AI tools like Recraft and Midjourney to speed up my iterative process. Through prompt-writing, curation, and editing in Illustrator, I produced an illustration that captured the feeling of being on an elegant, vibrant vacation.

Finally, I designed a trade show installation and a grocery store endcap in order to grab the attention of the final audience and seal the deal. For both these environmental designs, I took a literal approach to “Havana in a can”, as to fully entice both B2B and end-consumers into the world of Cafe Bustelo Cold Brew.

Selected Process Images
Initial brand analysis
Initial sketches of front side
This was the direction I went with.
High fidelity iterations
Final Dieline
Concept sketches exploring direction for trade show installation
It was important to me that the installation have an element of whimsy as to communicate the brand story to weary trade show attendees.
Point-of-purchase display explorations
Detail sketches for point-of-purchase display
Exploring scale
Planning out sketches for final point-of-purchase display dieline

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