Paramount Coffee
Paramount Coffee’s package design for farm-direct Aliado reinforces that coffee comes from real places and real people, and that purchasing farm-direct coffee will benefit people, planet, and community.
The translation of the Spanish term “Aliado” is “ally,” which perfectly represents the farm-direct coffee initiative. Bypassing the middle-men, Paramount buys the beans for Aliado directly from La Fortaleza farm in Chiapas, Mexico.
The package front features a photo and names of the producers from La Fortaleza. We hope to educate consumers so they understand that these farmers matter, and we should all care about how coffee is sourced.
The packaging design conveys the Central/Latin American spirit. The steer often represents survival, power, protection, and pride, and the red background symbolizes energy.
The colorful pattern on the bottom half is reminiscent of the ancient Aztec or Mayan cultures that often are seen in the modern textiles, art, and design from the area.
The translation of the term “Aliado” to English is “Ally,” which represents the creation of a sustainable supply relationship between the roaster (Paramount Coffee) and the farmer with both committed to people and the planet.
The package features the photos of the producers from La Fortaleza farm in Chiapas, Mexico, and references the alliance to offer responsibly grown, sourced and roasted coffee.
The producers use sustainable and regenerative farming practices while upholding responsible labor practices, including paying living wages, offering safe working conditions, and investing in worker well-being.
