Favela Coffee was looking for a revitalised brand image to accompany the launch of their new cold brew canned coffee.
To create the new logo some research was done into the brand name which revealed that a favela is a Brazilian urban slum, also known as a shantytown. Within a favela there is a strong sense of community creating a real, raw and natural experience. I felt that it was imperative that this sense of community come through in the overall brand revitalisation.
An abstract symbol was developed as part of the logo providing a stylised visual of what a favela actually looks like; small houses seemingly stacked upon each other within the Brazilian hills. Fun, bright and energetic colours were chosen for this visual to evoke the Brazilian culture and lifestyle. The kerning on the typeface was pulled in tight to replicate the placement of the individual houses within a favela as well as to create a sense of a tight-nit community. By placing the full stop at the end, a notion is created that there are no airs and graces associated with the brand, it is real, raw and natural, nothing more to be said.
There is a fair bit of graffiti on display within a favela which was taken into account when creating the visuals for the packaging. A coffee bean tree was hand drawn, scanned and re-worked using Illustrator to create the hero image for the front of the packaging. This has been placed over the top of a favela style repeat pattern (taken from the original brand logo) to help lift the illustration and add some depth to the packaging. Colours have been used for flavour identification with the colour of the text being carried through to the coffee beans and as a transparency in the pattern.
This design did not progress past the conceptual stage.