Café Mam had been sourcing Fair Trade, organic, and shade-grown coffee from indigenous cooperatives for two and a half decades before they asked us to update their brand identity. To establish that identity, we first needed to better articulate the company’s story.
One of the things that makes Café Mam so extraordinary is its personal connection with (and loyalty to) the Mam people who grow its coffee beans in Chiapas, Mexico. It was important to us to highlight that human element of the brand, so we created a system that allowed Café Mam to share their farmers’ stories: The packaging for each roast and blend features the real farmer who supplied those beans. You see his face when you pick up your bag, and when you turn it around, you can learn his name, background, and what it is that he loves about growing coffee. And as you get to know Mam’s collective of farmers, you understand why the company has fallen in love with them. We also reminded people that Café Mam’s coffee has always been organic — since even before organic was a certifiable thing.
We refreshed the brand’s visual identity to convey its artisanal nature and appeal to contemporary coffee drinkers while preserving their recognizable red script to maintain the brand’s existing equity.