Café Mam had been sourcing Fair Trade, organic, and shade-grown coffee from indigenous cooperatives for two and a half decades. They asked us to help them tell that story. 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. But the real focus was on letting the people farming these coffees shine on the package — sharing their beautiful smiles on the front and a personal story on the back.