A branding project that captures the essence of place, culture, and purpose through thoughtful design, custom typography, and a symbol rooted in storytelling.
Bogota, Colombia
2006
Food & Beverage
100+
Challenge
The goal was to create a brand identity that authentically reflects the natural beauty and cultural richness of Colombia’s Tolima region. The challenge lay in weaving together diverse visual elements like: the flowing waterfall, coffee plantations, vibrant skies, and traditional Aguadeño fabrics, into a unified symbol that feels both rooted in heritage and aligned with a modern, professional brand presence.
Concept
The visual identity for Hoyos was built around the essence of its origin: the farm and natural landscape of Tolima. The icon was thoughtfully crafted by merging this symbolic elements:
shape of the waterfall;
outline of a coffee bean;
rhythm of plantation rows;
open sky;
woven patterns of the Aguadeño hat.
These forms come together to celebrate tradition, craftsmanship, and the deep connection between the land and the product. The color palette reinforces this connection, using earthy and vibrant tones to convey authenticity, richness, and trust.
Process
1. Discovery & Research
The journey began with a deep dive into the essence of Hoyos Coffee and its origin in the Tolima region of Colombia. Through collaborative conversations with the client and visual immersion in the farm’s surroundings, we identified key natural and cultural elements that define the brand’s story, from the local landscape to traditional Colombian symbols.
2. Concept Development
With a clear understanding of the brand’s roots, we developed a concept that honors both nature and heritage. Elements such as waterfalls, coffee beans, plantation lines, and the textures of the Aguadeño hat were chosen to reflect the spirit of Tolima. These motifs became the building blocks of the visual identity, balancing authenticity with professionalism.
3. Symbol Design
The icon was thoughtfully composed by intertwining these natural and cultural references into a cohesive mark. Its layered forms echo the harmony between land and craft, while the structure subtly nods to the letterforms in the brand name. The color palette - earthy yet vibrant - reinforces richness, warmth, and trust, delivering a brand identity that feels both rooted and refined.
"Working with Felipe was an incredible experience. He took the time to truly understand the essence of our coffee and the land it comes from. The final identity goes far beyond a logo, it tells our story with beauty and depth. Every detail, from the colors to the symbol, feels authentic and meaningful. We've received so many compliments, and the brand now feels as premium as the coffee we produce."
Laura Hoyos
CEO, Co-founder | Hoyos Coffee
Outcome
The final brand identity for Hoyos captures the richness of its origin while presenting a professional and trustworthy image to a global audience. The visual language communicates authenticity, craftsmanship, and pride in place—elevating Hoyos as a premium Colombian coffee brand rooted in tradition and refined for modern appeal. The result is a brand that not only stands out on the shelf but also tells a story worth savoring.
