Easy to attract
Paso Paso is a coffee brand where coffee farmers from Costa Rica, Nicaragua,
El Salvador, and Ethiopia are co-owners of the brand. We had the opportunity to work
on the complete identity for this unique brand. The outcome: a distinctive brand that honors its origins.
El Salvador, and Ethiopia are co-owners of the brand. We had the opportunity to work
on the complete identity for this unique brand. The outcome: a distinctive brand that honors its origins.
What we did: brand sprint, research, new brand name, branding & identity and packaging
Shaping the brand through
a brand sprint
a brand sprint
We organized a brand sprint, right at the location of the coffee roastery in Hannover, Germany. During this work session, we took steps in formulating a concrete brand description. Target audiences, values, personality, and positioning were determined. Based on this, the first steps were taken for Paso Paso's brand identity.
Research as a starting point
We delved into the world of coffee, immersing ourselves in its environment and target audience. Through a benchmark analysis, we gained insights into the coffee market. Additionally, we engaged in valuable conversations with baristas, professionals, and the target audience. The key insights from these interviews provided a solid foundation for further development of the branding and visual identity.
Strategy
We used research findings and the outcomes of the brand sprint to shape Paso Paso's strategy. Our main focus: putting the farmers - who are also owners - at the forefront of
the brand. We created a mission and vision that reflect this idea and resonate with the target audience. Then, we translated these into the brand's positioning.
the brand. We created a mission and vision that reflect this idea and resonate with the target audience. Then, we translated these into the brand's positioning.
A new brand name
Paso Paso literally means 'step by step'. It's a Spanish-origin name that seamlessly aligns with the brand's mission and vision, while also connecting with the farmers from Central America. Step by step, we work towards a better coffee world, where farmers also play a leading role. But we're also guiding consumers step by step on their 'coffee journey' – Paso Paso is your guide in discovering new flavors.
A colorful brand, reflecting
collaboration and environment
collaboration and environment
Paso Paso's visual identity is inspired by the craftsmanship of the coffee process.
The local colors and shapes provided us with inspiration for the colorful identity we ultimately gave to the brand.
The local colors and shapes provided us with inspiration for the colorful identity we ultimately gave to the brand.
The primary color palette is inspired by the coffee fields of the farmers.
Dark green represents the solid foundation and natural processes of the coffee fields.
The Mindaro color contrasts with the dark green, inspired by the growth phase of the coffee bean. The warm orange color completes the primary color palette. It's a cheerful and energetic color, perfectly suited to the Central American vibe. The secondary color palette is inspired by the flavor profiles of the coffee beans. This results in a unique and innovative color palette on every packaging.
The ox cart in form and typography
The symbols and typography are inspired by the "ox cart." This hand-painted and colorful mode of transportation was traditionally used to transport coffee in Central America.
The more colorful the coffee farmer's ox cart was painted, the better the coffee.
The more colorful the coffee farmer's ox cart was painted, the better the coffee.
The typography features elements of organic shapes, which trace back to the origin.
This emphasizes the connection of the journey that coffee's journey.
The shapes of the brand elements 'sun', 'plant', and 'water' are inspired by the artwork on the ox cart and have an impact on the growth of the coffee bean. Therefore, they deserve a prominent place in the identity.
Landscapes as visual element
The beautiful landscape where the coffee originates is like a painting in itself, one that should not go unnoticed. That's why we've chosen to transform these landscapes of the coffee fields into small paintings enhancing the coffee packaging.
Creating awareness
The coffee process is a transparent process, based on the craftsmanship of the farmers.
This important aspect is fundamental in the poster series we have developed for
Paso Paso. The idea behind this poster series is to give consumers a behind-the-scenes look at Paso Paso while they enjoy their coffee. Its aim is to create awareness about the process of preparing the coffee and the dedication of the owners.
Paso Paso. The idea behind this poster series is to give consumers a behind-the-scenes look at Paso Paso while they enjoy their coffee. Its aim is to create awareness about the process of preparing the coffee and the dedication of the owners.
It all comes together
Mix all these elements together in the coffee grinder, and voilà: a playful identity that also brings out the serious side of the brand. Paso Paso leaps off the shelf and is a treat for the consumer, both visually and in taste. It offers a casual glimpse into the other side of the coffee world, a transparent chain that also deserves a spotlight.
The various flavors of Paso Paso
Step by step, Paso Paso guides the consumer on their journey to better coffee. Packaging plays a crucial role in this. The landscapes of the coffee fields are depicted as picturesque scenes on the packaging. These colorful scenes also showcase the flavor profiles of the coffee, because, as they say, 'people taste with their eyes'. Additionally, the information on the packaging provides insight into the origin, roast level, and specialty coffee score.
Reference:
"A beautifully intricate brand has emerged, one that conveys our vision and connects us with all corners of the world. We veel very strong in the market and therefore dare to take big steps."
