This university project requested the redesign of the Ecuadorian coffee brand, "Minerva", through its new packaging. The problem with this brand is that it didn't had any kind of visual or graphic coherence in between the rest of their packagings.
The creative approach was to give that symbolic value of transcendence that the brand has. Being a 100% Ecuadorian product, with several years of experience, the idea came through, to integrate the most important heroes of Ecuador and appropriate them to use them in the three differents coffee packages. The way of doing it was to adapt their most famous quotes for the ocation.
[EN]
Concept: "The coffee-flavored victory."
Quotes
"Give me a coffee and I'll be president."
("Give me a balcony and I'll be president")
- Velasco Ibarra
("Give me a balcony and I'll be president")
- Velasco Ibarra
"Who does not expect their coffee, will be defeated."
("Who does not expect to win, will be defeated.")
- José Joaquín de Olmedo
"Coffee will give you independence, but the flavor will give you freedom."
("The weapons give you independence and laws will give freedom.")
- Simon Bolivar
[SP]
Concepto Creativo: "El café con sabor a victoria"
Frases
"Dadme un café y seré presidente."
("Dadme un balcón y seré presidente")
- Velásco Ibarra
"Quién no espera su café, estará vencido."
("Quién no espera vencer, estará vencido.")
- José Joaquín de Olmedo
"El café os dará la independencia y su sabor la libertad."
("Las armas os darán la independencia y las leyes os darán la libertad")
- Simón Bolivar
Concept Logo
Creative Concept: "The coffee-flavored victory."
