For Juan Valdez, we worked on evolving an iconic Colombian coffee brand into a more modern, elevated, and globally relevant experience. Rooted in the idea Brewed for your being, the rebrand celebrates the authenticity and richness of Colombian coffee while repositioning the brand as a ritual for connection, belonging, and individual expression.

The project involved reimagining the brand’s visual identity and building a more contemporary and flexible design system—one capable of honoring Juan Valdez’s deeply rooted heritage while expanding its relevance across markets, audiences, and touchpoints. Our work explored how the brand could retain its unmistakable Colombian character while creating space for a new generation of coffee lovers.

My role focused on the development and refinement of the visual identity, translating the creative concept into a cohesive graphic language and exploring how the system could come to life across key brand applications.

Design Direction: Damian Arce, Diego Ponce
Visual Identity: Mauro Soriano
Design: Rodrigo Nuñez, Regina Vargas