The heritage of Colombian coffee stretches far beyond its well-balanced flavor and mountainous origins. It is woven into the nation’s identity—its landscapes, its rhythms, and its people. When Fellow, a design-forward coffee equipment brand, set out to reimagine the visual identity for a Colombian coffee company, the team faced a vibrant and complex canvas. They weren’t just tasked with creating an aesthetic that worked—they needed to channel Colombia’s soul.
Rather than leaning on stereotypes or generic tropical motifs, Fellow approached the project with a deep commitment to authenticity. Their mission wasn’t just to redesign a logo or pick new colors; it was to immerse themselves in a cultural story and emerge with a visual language that did justice to the country’s rich coffee legacy.
Understanding Colombia’s Relationship with Coffee
Colombia’s place in the global coffee industry is foundational. As one of the top coffee producers in the world, the country has cultivated not only beans but also an internationally recognized identity around its coffee. Generations of farmers, often in family-run micro-lots, have spent their lives cultivating Arabica beans in the Andes mountains, where the altitude, climate, and biodiversity result in beans known for their mild acidity and complex profiles.
Coffee in Colombia is more than a cash crop. It is a generational livelihood, a cultural export, and a point of national pride. It is also inseparable from the regions where it is grown—departments like Huila, Antioquia, and Tolima, each with its own personality and production style. These regions influence everything from flavor to farming practices, and this regionalism became one of the pillars of Fellow’s design research.
The rebranding project was not simply about tapping into this heritage—it was about visually celebrating it. Fellow wanted to make sure that the new brand didn’t just look Colombian but felt like it belonged to the people and the culture that nurtures coffee from seed to sip.
A Collaborative Discovery Process
To avoid falling into the trap of creating an outsider’s interpretation, Fellow spent significant time with the people behind the coffee. This included visits to Colombian farms, interviews with growers, and collaborative sessions with the coffee company’s team. The idea was to gather cultural insight not only from an aesthetic perspective but from lived experience.
One of the early insights was how coffee culture in Colombia is both deeply traditional and surprisingly dynamic. On the one hand, many practices remain tied to older techniques—manual picking, sun drying, and local processing. On the other hand, there’s a thriving wave of innovation driven by younger producers experimenting with fermentation methods, sustainability models, and direct-to-consumer relationships.
This tension between tradition and innovation became a central theme in the new identity. Fellow needed to reflect a legacy that stretched back over a century, but also represent the new voices of Colombian coffee that are redefining what specialty coffee can mean on the global stage.
The Power of Color and Symbolism
One of the first major design decisions in the rebrand was the color palette. Colombia is a land of saturated hues—deep greens from the coffee trees, bright blues from the mountain skies, rich reds and oranges from the tropical flora, and vibrant yellows echoing the national flag. These colors are not only environmental but also cultural, appearing in traditional clothing, woven fabrics, and public murals.
Rather than pick a single color as the defining brand hue, Fellow’s team built a vibrant, multi-tonal system that allowed for flexibility and emotional range. The palette had to speak to both the natural beauty of Colombia’s landscapes and the energetic personality of its people.
Beyond color, the team also drew inspiration from Colombian symbols and visual traditions. Indigenous motifs, artisanal patterns, and regional iconography were carefully studied. However, rather than directly reproducing these elements, Fellow chose to abstract and reinterpret them. This respectful distance allowed the brand to gesture toward cultural themes without appropriating or flattening them.
The result was a visual identity that could hold complexity—a brand that could feel joyful and warm while also sophisticated and intentional.
Typography and Storytelling
Typography became another key tool for expressing cultural nuance. The team wanted a custom typeface that had roots in Colombian vernacular signage, but also aligned with the global aesthetics of specialty coffee. To achieve this, they worked with a type designer familiar with Latin American typographic history. The final result was a typeface with subtle curves, playful strokes, and enough irregularity to feel handcrafted.
Text played a storytelling role across packaging and digital assets. Rather than present coffee in purely technical terms (like varietal, altitude, and tasting notes), the brand voice aimed to honor the human stories behind the beans. Profiles of producers, insights into harvest methods, and reflections on local ecosystems were incorporated into the packaging narrative.
This approach humanized the product. It reminded consumers that behind every cup of coffee was a living, breathing culture—and a community of people who brought it to life.
From Farmers to Consumers: Bridging the Gap
The fellow’s identity project was not limited to design for design’s sake. One of the core goals was to deepen the connection between Colombian farmers and international consumers. While specialty coffee has long emphasized transparency, many brands still fall short of truly connecting end drinkers with origin stories in a meaningful way.
The new brand identity created by Fellow helped bridge that gap. Visual cues from Colombian life—its textiles, flora, music, and architecture—were integrated into the packaging, website, and in-store displays. These visual stories made the brand feel rooted in something specific, not just another generic specialty coffee startup.
The goal was to inspire curiosity. A person drinking coffee in Brooklyn or Berlin might pick up the bag because it’s beautiful, but they would stay for the story—and ideally, learn something about the people and practices behind their morning brew.
A Living Identity, Not a Static One
One of the more forward-thinking aspects of Fellow’s design was the idea that the brand identity shouldn’t be static. Because coffee is a seasonal product and Colombia’s regions are so diverse, the brand needed room to evolve.
To meet this challenge, the visual system was built modularly. Each coffee release could feature a different set of visual elements pulled from the same core identity kit. This gave the brand both consistency and creative freedom. A harvest from the highlands of Nariño could be dressed in cool, misty tones, while a tropical micro-lot from Caquetá might burst with warmth and saturated colors.
This adaptability allowed the brand to mirror the richness and variability of Colombian coffee itself. It also gave the brand a living quality—capable of growth, change, and evolution, just like the farmers it represents.
Rooted in Identity, Ready for the World
The first chapter of this rebranding journey makes one thing clear: authenticity was the non-negotiable. For Fellow, capturing Colombia’s spirit meant investing deeply in cultural understanding and building something that honored the people and land that make Colombian coffee what it is.
By grounding their work in real experiences, real relationships, and real culture, Fellow created more than a design. They created a vehicle for storytelling, a bridge between communities, and a visual language that captures Colombia’s heart.
In the next part of this series, we’ll explore the strategic process behind Fellow’s rebranding work—how decisions were made, how insights were translated into visual elements, and how collaboration between designers and coffee professionals shaped every step of the journey.
Defining the Brand’s Vision and Purpose
Every successful rebrand begins with a clear understanding of the brand’s core purpose and vision. For the Colombian coffee company, the challenge was to articulate what made them unique in a competitive and growing specialty coffee market. Fellow worked closely with the company’s leadership to uncover the essence of their identity, not just as coffee producers but as cultural ambassadors and innovators.
This discovery phase was critical. It involved workshops, interviews, and extensive market research to understand both internal aspirations and external perceptions. The brand’s mission centered around honoring traditional farming while embracing modernity, sustainability, and direct relationships with consumers. These pillars would become guiding stars throughout the design process.
Aligning Brand Strategy with Cultural Insight
With the foundation of the brand’s purpose set, Fellow turned to translating this into a visual and verbal identity. The goal was to ensure every design decision aligned with the brand strategy and the cultural insights gathered from Colombia’s coffee regions.
The rebrand was positioned to reflect a brand that is both rooted and forward-looking. This meant balancing heritage with innovation, warmth with professionalism, and vibrancy with clarity. Fellow’s team recognized that the brand’s visual identity had to be versatile enough to work across various platforms—from physical packaging to digital presence—while maintaining a consistent narrative.
Collaborative Ideation and Concept Development
The design process began with broad ideation sessions, where multiple concepts were explored. Fellow’s designers, strategists, and Colombian partners came together to brainstorm visual metaphors, color palettes, typography, and storytelling frameworks.
Rather than focusing solely on aesthetic trends, these sessions emphasized meaning and emotional resonance. Sketches, mood boards, and prototypes helped refine ideas and gather feedback. The iterative nature of the process allowed the team to navigatthe e complexities and nuances inherent in representing a rich cultural heritage.
The Role of Visual Storytelling in Branding
Visual storytelling emerged as a central theme in the new identity. The brand’s story needed to be told not just through words but through design elements that could evoke emotion and curiosity. A fellow focused on creating a system that could visually communicate the journey from farm to cup.
Patterns inspired by local textiles and artisanal crafts were incorporated in subtle ways to add texture and depth. Illustrations of coffee plants, mountainous landscapes, and cultural motifs were abstracted into graphical elements that could be used flexibly across packaging and marketing materials.
The storytelling extended to photography style, which highlighted people—farmers, roasters, and baristas—in authentic moments, connecting consumers more deeply to the source of their coffee.
Crafting a Distinctive Color Palette
One of the biggest challenges was choosing a color palette that was vibrant but sophisticated, cultural but contemporary. The fellow’s approach was to create a palette that echoed the natural environment and cultural artifacts of Colombia, while also being functional for design applications.
The palette combined earthy greens and browns, reminiscent of coffee farms and soil, with bursts of bright colors drawn from local flora and traditional dress. This mix allowed the brand to feel lively and grounded at the same time. Careful attention was given to contrast and usability to ensure that the colors worked well in print and digital formats.
Developing Custom Typography
Typography was approached as a key storytelling tool rather than a mere functional element. The team commissioned a custom typeface that drew inspiration from Colombian street signage and handcrafted lettering traditions. This choice reinforced the brand’s local roots and added personality that could not be easily replicated.
The typeface balanced legibility with character, featuring subtle imperfections that gave it warmth and authenticity. Different weights and styles were designed to provide flexibility in headlines, body copy, and packaging text. This custom typeface became a signature feature of the identity system.
Designing Packaging with Purpose
Packaging design is often the most visible and tactile expression of a brand. For this rebrand, packaging was treated as a canvas for storytelling and cultural celebration. Fellow created a modular design system that could adapt to various coffee types, roast levels, and regional origins.
Each package featured visual cues tied to the coffee’s source region, such as color variations and pattern accents inspired by local crafts. This approach helped communicate the diversity of Colombia’s coffee terroirs while maintaining overall brand cohesion.
The use of storytelling on packaging—through producer profiles, process descriptions, and cultural notes—created an educational and emotional connection for consumers. The packaging invited curiosity and respect for the craftsmanship behind every bag.
Building a Flexible and Scalable Identity System
A critical strategic decision was to design an identity system flexible enough to grow with the brand. Given the seasonal nature of coffee and the variety of offerings, the identity needed to accommodate changes and expansions without losing coherence.
Fellow developed guidelines that allowed for modular use of colors, patterns, typography, and imagery. This system ensured that new product lines or collaborations could feel fresh yet unmistakably part of the core brand. This scalability was essential to support the company’s long-term growth ambitions.
Digital Experience and Brand Touchpoints
Recognizing the importance of digital platforms, Fellow also designed the brand’s online presence with an emphasis on storytelling and usability. The website and social media assets used the same vibrant colors, custom typography, and cultural motifs from the packaging to create a seamless brand experience.
Interactive elements highlighted the stories of coffee producers and showcased behind-the-scenes processes. This digital layer reinforced transparency and built community, bridging the gap between Colombian growers and global consumers.
The digital experience also included educational content, brewing guides, and sustainable sourcing information, strengthening the brand’s position as both a product and a source of knowledge.
Aligning Stakeholders for a Unified Launch
Successful rebranding requires alignment across all internal and external stakeholders. Fellow facilitated workshops and training sessions to ensure everyone involved—from farmers to marketers—understood the new brand identity and how to communicate it.
This alignment was crucial for consistent messaging and authentic storytelling. By empowering the company’s teams with the tools and knowledge to represent the brand confidently, Fellow helped set the stage for a successful rollout and ongoing brand advocacy.
Strategy as the Backbone of Design
The second chapter in this series reveals how strategy underpins every aspect of Fellow’s rebrand for the Colombian coffee company. Far beyond visual aesthetics, the process was about uniting cultural insight, brand purpose, and design execution into a coherent whole.
By approaching the rebrand strategically, Fellow ensured the new identity could resonate deeply with both origin communities and global consumers. This alignment of vision, story, and design creates a foundation for the brand to thrive and grow in the competitive specialty coffee landscape.
The next installment will dive into the rollout of the visual identity—how the new look came to life across packaging, retail, and digital platforms, and how the brand experience was crafted to engage consumers at every touchpoint.
Translating the Identity Into Packaging Design
Packaging serves as the most immediate and tactile connection between the coffee company and its consumers. For this rebrand, Fellow approached packaging as a storytelling tool, creating designs that not only protected the product but communicated the essence of Colombian coffee culture.
The design system allowed for flexibility with a modular structure that could adapt to different coffee varieties, harvests, and regional origins. Each package was tailored with specific color palettes inspired by the unique environment of the coffee’s source region, ensuring consumers could visually distinguish between offerings while maintaining a consistent brand presence.
Patterns inspired by Colombian artisanal crafts were incorporated subtly to add depth and cultural reference without overwhelming the design. The use of custom typography ensured the information on the packaging was clear, while also giving the brand a handcrafted and authentic feel.
In addition to aesthetic considerations, the packaging incorporated educational storytelling, sharing the narratives of coffee producers, the environmental conditions of the farms, and the careful processes behind each harvest. This approach invited consumers to engage on a deeper level and feel connected to the origin of their coffee.
Extending the Brand into Retail Spaces
The new identity was not limited to packaging alone. Fellow worked closely with retail partners to ensure that the visual language was translated consistently and powerfully across physical stores and pop-up experiences.
In retail, color and pattern were used strategically to create immersive environments that evoke the vibrancy of Colombian coffee regions. Textural elements such as woven fabrics and handcrafted signage complemented the design system and created a warm, inviting atmosphere.
Point-of-sale materials, including menus, posters, and merchandising displays, leveraged the custom typeface and bold color palette to maintain brand cohesion. This consistency helped build recognition and made the experience memorable for customers.
Fellow also emphasized the human element by integrating photographic portraits and stories of farmers and roasters into the retail environment. This storytelling helped bridge the gap between consumer and origin, turning coffee shopping into a cultural experience rather than a simple transaction.
Building a Cohesive Digital Presence
Recognizing that much of today’s brand interaction happens online, Fellow extended the new identity seamlessly into digital channels. The company’s website was redesigned to reflect the brand’s vibrancy, cultural richness, and storytelling focus.
The website’s layout balanced rich visual elements with user-friendly navigation, making it easy for visitors to explore coffee varieties, learn about farming practices, and connect with producer stories. Interactive features allowed users to dive deeper into the origin of each coffee, from the mountainous landscapes to the farmers themselves.
Social media platforms became vital channels for expressing the brand’s personality and engaging with a global audience. Fellow crafted templates and visual guidelines that allowed the company to post consistent, high-quality content that combined educational posts, behind-the-scenes looks, and customer engagement.
The digital strategy also included e-commerce integration, making it easy for consumers worldwide to purchase coffee directly while experiencing the story and culture behind each product.
Creating Immersive Brand Experiences
Beyond static visuals and digital touchpoints, Fellow helped develop immersive brand experiences to deepen consumer engagement. Events such as coffee tastings, cultural celebrations, and educational workshops were designed using the new identity’s visual and storytelling elements.
These experiences allowed consumers to taste and learn about Colombian coffee while feeling connected to the people and places behind the product. The immersive nature of these events reinforced brand loyalty and created advocates who could share the story further.
Visual elements such as banners, installations, and branded merchandise incorporated the vibrant colors, patterns, and typography, ensuring that the brand’s energy was palpable in every interaction.
Ensuring Consistency Across Touchpoints
One of the biggest challenges in rolling out a new identity is maintaining consistency across diverse platforms and media. Fellow addressed this by creating comprehensive brand guidelines that detailed how to use the color palette, typography, patterns, and imagery correctly.
These guidelines served as a reference for internal teams, retail partners, and external agencies, ensuring that the brand’s voice and look remained unified regardless of context. This consistency helped build trust and recognition among consumers.
Training sessions and ongoing support were also provided to equip stakeholders with the knowledge and tools to apply the brand correctly. This approach helped avoid dilution or misinterpretation of the identity as the brand expanded.
The Impact of Visual Cohesion on Brand Perception
The cohesive rollout of the new identity had a significant impact on how the brand was perceived both locally and internationally. The vibrant, culturally rooted visuals helped the company stand out in the crowded specialty coffee market.
Consumers responded positively to the authentic storytelling and the brand’s respectful homage to Colombian culture. The design system’s flexibility allowed the brand to stay fresh and relevant with each new product release, maintaining consumer interest over time.
Retail partners reported increased foot traffic and customer engagement, attributing this in part to the appealing and immersive brand experience created by the new identity.
Sustainability as Part of the Visual Narrative
Sustainability was woven into the brand’s story not only through messaging but also through visual cues in packaging and communications. Fellow incorporated natural textures and earthy tones alongside the vibrant palette to reflect environmental stewardship.
Materials chosen for packaging emphasized recyclability and minimized waste. Clear communication about sustainable farming practices and certifications was integrated into the design to educate consumers and reinforce the brand’s commitment.
This alignment between visual identity and sustainability goals helped position the company as a responsible and forward-thinking leader in the specialty coffee industry.
Preparing for Future Growth and Innovation
The adaptable nature of the visual identity means it is well-positioned to support the brand as it grows. Fellow’s modular design system allows for easy introduction of new products, collaborations, or seasonal offerings without compromising overall brand unity.
This flexibility supports innovation while maintaining a strong connection to the brand’s cultural roots. Whether expanding into new markets or exploring new coffee varieties, the brand identity can evolve organically, reflecting both continuity and change.
A Living Brand Identity in Action
The third part of this series showcases how Fellow’s thoughtful design and strategic rollout brought the Colombian coffee brand’s vibrant identity to life across multiple platforms. By carefully integrating culture, storytelling, and visual appeal into packaging, retail, digital channels, and experiences, the brand was able to create meaningful connections with consumers around the world.
This comprehensive approach to identity rollout ensured the brand was not only visually striking but also authentic, flexible, and sustainable—qualities that will serve it well in the dynamic specialty coffee landscape.
The final part of the series will explore the reception of the new identity in the market, its impact on business performance, and the future outlook for the brand as it continues to celebrate Colombia’s rich coffee culture.
The Initial Market Response to the New Identity
Following the launch of the new brand identity, the Colombian coffee company experienced a wave of attention from both consumers and industry insiders. The vibrant visuals and compelling storytelling resonated strongly, setting the brand apart in a crowded specialty coffee market.
Retailers noted an immediate increase in customer engagement, with many shoppers drawn to the colorful packaging and curious to learn more about the origin stories behind each coffee. Online, the brand’s social media channels saw a surge in followers and interactions, driven by the combination of educational content and striking imagery.
Consumers appreciated the transparency and authenticity woven into every touchpoint, from the detailed producer profiles to the visual nods to Colombia’s cultural heritage. This connection helped foster trust and loyalty early on, laying a foundation for long-term relationships.
Strengthening Consumer Connection Through Storytelling
One of the most impactful outcomes of the rebrand was the way it deepened the relationship between consumers and the coffee’s origin. The storytelling approach allowed drinkers to move beyond simply purchasing a product to becoming part of a larger narrative about culture, sustainability, and craftsmanship.
The brand’s efforts to humanize the supply chain—sharing the stories of farmers and their communities—gave consumers a sense of participation and purpose. This emotional connection not only enhanced brand affinity but also encouraged consumers to become advocates, spreading the word about the unique qualities of Colombian coffee.
Events and digital content that showcased the heritage and innovation of Colombian coffee further cemented this bond, creating a dynamic two-way conversation rather than a one-sided marketing message.
Impact on Sales and Market Position
The refreshed identity and strategic rollout contributed positively to the company’s sales growth and market positioning. By differentiating itself visually and narratively, the brand gained traction in specialty coffee shops, grocery stores, and online marketplaces.
The new packaging’s ability to communicate quality and provenance helped justify premium pricing, aligning with consumer expectations for transparency and authenticity. Repeat purchases increased as consumers sought to explore different coffee regions within Colombia through the brand’s diverse offerings.
Moreover, the adaptable visual system enabled timely introductions of limited editions and collaborations, generating excitement and driving incremental sales. This flexibility also supported entry into new markets, where cultural storytelling helped the brand connect with diverse audiences.
Feedback from Industry Experts and Partners
Industry experts praised the rebrand for its thoughtful integration of culture and design. The project was recognized as a model for how brands in the specialty coffee sector can authentically represent origin stories while appealing to modern consumers.
Retail and distribution partners highlighted the brand’s enhanced shelf presence and consumer appeal, which helped increase visibility and sales velocity. The educational focus was noted as a valuable differentiator that contributed to a more informed and engaged customer base.
The positive feedback reinforced the strategic and design decisions made by Fellow, validating the approach of balancing heritage, innovation, and sustainability in the brand identity.
Challenges and Lessons Learned
While the rebrand saw widespread success, the process also surfaced important lessons. One challenge was ensuring consistent application of the identity across all touchpoints, especially with external partners and smaller retailers. Ongoing training and clear brand guidelines were essential to maintain cohesion.
Additionally, managing the balance between vibrancy and readability in packaging required careful iteration to ensure that important information remained clear to consumers. Finding the right level of abstraction in visual storytelling was another careful consideration, as the design needed to be culturally respectful without becoming overly literal or clichéd.
These challenges highlighted the importance of continuous refinement and collaboration among design teams, brand managers, and partners to sustain the brand’s impact.
The Brand’s Role in Promoting Sustainability and Fair Trade
Sustainability was a core part of the brand narrative and identity from the outset. The rebrand reinforced the company’s commitment to environmentally responsible farming practices, fair wages for producers, and community development initiatives.
Visual elements on packaging and digital platforms communicated certifications and sustainable practices transparently, helping educate consumers and build credibility. The company also invested in initiatives that supported biodiversity and reduced environmental impact, aligning its business practices with the values expressed in the brand story.
This authentic integration of sustainability helped the brand connect with increasingly conscious consumers, strengthening its competitive advantage.
Looking Ahead: Growth and Innovation Opportunities
With the foundation of a strong, culturally rooted brand identity, the Colombian coffee company is well-positioned for future growth. The adaptable visual system and storytelling framework allow for innovation in product development, including new coffee varieties, brewing methods, and experiential offerings.
Plans to expand into new international markets are underway, leveraging the brand’s authentic narrative and visual appeal to build recognition and trust. Continued investment in digital content and consumer education will support these efforts, creating engaging experiences that go beyond traditional marketing.
Partnerships with local communities and sustainability organizations will remain central, ensuring that growth aligns with the brand’s values and honors its origins.
The Lasting Legacy of the Rebrand
Ultimately, the rebrand has become more than a visual refresh—it is a statement of identity and purpose. By capturing the vibrant spirit of Colombia’s coffee culture, Fellow helped the company craft a brand that is authentic, dynamic, and meaningful.
This identity serves as a bridge between the rich traditions of Colombian coffee farming and the evolving expectations of a global specialty coffee audience. It invites consumers to participate in a story that is as much about people and place as it is about flavor.
The brand’s success illustrates how thoughtful design, grounded in culture and strategy, can transform a company’s trajectory and create lasting impact in a competitive marketplace.
Celebrating Culture Through Brand Evolution
The final part of this series reveals how the collaboration between Fellow and the Colombian coffee company led to a rebrand that celebrates culture, fosters connection, and drives business success. By weaving vibrant visuals with authentic storytelling and a clear strategic vision, the brand now stands as a beacon for Colombian coffee on the world stage.
As the brand continues to evolve, its foundation in cultural respect, sustainability, and innovation will guide its path forward, inspiring new generations of coffee lovers and honoring the legacy of Colombia’s coffee heritage.
Final Thoughts
The transformation of the Colombian coffee company’s brand identity exemplifies the profound impact of purpose-driven branding. This rebrand went beyond visual change, deeply honoring cultural heritage and communicating core values that resonate with consumers worldwide. By integrating authenticity, storytelling, and sustainability into every element, the brand has carved a distinctive space in the competitive specialty coffee market, inspiring loyalty and growth.
Embracing Colombia’s rich coffee culture as a source of strength allowed the brand to build emotional connections that transcend borders, meeting the growing consumer demand for transparency and genuine narratives. The adaptable identity system ensures the brand remains flexible and relevant as the industry and consumer preferences evolve.
This success was made possible through close collaboration among designers, strategists, producers, and communities, highlighting the importance of a shared vision and respect. Ultimately, the rebrand illustrates that coffee is not just a product but a cultural experience—one that invites consumers to connect meaningfully with the people and traditions behind every cup. This connection enriches the coffee experience and sets a powerful foundation for the brand’s future.