Challenge

1790 Coffee is a Mexican specialty coffee brand cultivated by indigenous communities for more than 200 years. It is a special delicacy because each variety comes from a single region and is grown in small farms where a high level of quality control takes place. It is roasted on DC and has notes of chocolate flavor because its plantations share the soil with cocoa plantations.

The brand had already been launched with a design, so we had to decide which elements to keep and which to leave out. Another challenge was to communicate that this was a quality Mexican product without falling into the typical elements of that country. So it was important to map the semantic network of the U.S. consumer in terms of "Mexican-ness" and strategically select the right elements based on this.