Paso Paso - Farmer Owned Coffee
Designer | Karolina Van Der Leest / GroowUp
Location | Hannover, Germany
Launch Date | February 24, 2024
The Name Paso Paso, meaning 'Step by Step, symbolizes our journey of changing the coffee industry and invites consumers to their own journey of coffee discovery. The visual identity of Paso Paso is inspired by the craftsmanship and culture of coffee farmers The primary palette is inspired by the surroundings of the farms, bringing the tropical feeling straight to the consumer. The secondary color palette is inspired by the flavor of each coffee, inviting consumers to explore new experiences.
To create an even deeper connection between the consumers and farmer-owners we painted the landscapes of the farms on the packaging. This way the traceability is highlighted and the farmers can leave their mark all the way through to the consumers. Moreover, it creates a guide to choosing a coffee, easily recognizing the unique farms, yet with different lots through differentiation in color. Most importantly, Paso Paso challenges on a fundamental level how the specialty coffee industry works right now and proposes a more sustainable alternative: Coffee roasteries being owned by farmers. Moreover, the producers were involved from the start in the process of branding and all designs. This honors their right to portrait and representation, giving them the right to choose how they are represented in the industry. In the design, the coffee farmer-owners and their communities form the heart and inspiration for our brand. We highlight the origin of coffee and its importance, putting the producers at the forefront of our brand.
