Juan Valdez — Draav

This is the face of Colombian coffee growers, representing a community of producers and symbolizing the premium quality of Colombian coffee worldwide. Over the years, it has become an iconic brand, celebrated for its commitment to excellence and sustainability.
For the rebranding, we refined the logo’s proportions and symbol, which is inspired by the signature of a coffee grower. The visual language draws from the windows of coffee growers’ houses, incorporating white margins to evoke simplicity and authenticity. The packaging system reflects Colombia’s mountainous landscapes, highlighting the relationship between altitude and coffee variety.
Juan Valdez is a brand committed to Colombia, it is a company that works for the economic, social and environmental sustainability of the coffee growing families and the country.

Credits

Designed at Aluzian

Creative Direction: Camila Pinzon.
Strategy: J. Fernando Ocampo
and Andres Peña.
Art Direction: Mauricio Beltran
and Nicolas Martínez.
Graphic Design: Diego Aguilar V
and Alejandra Botero.
Coffe Grower Photography:
Brian Mckenzie.
Motion Design: Andres Gutierrez.
Space Design: Nicolas Martínez.
Logotype Adjustment: Bastarda Type.
Typeface: Sanomat by Commercial Type.
Marr Sans by Commercial Type.
Aftika by Graphite.