Collective Joy
Designers | Wigwam Creative and Hari & Deepti
Location | Denver, CO, USA
Launch date | December 1, 2020
Collective Joy is a curated specialty coffee tasting experience. A limited-edition box featuring producer forward coffees from Kenya, Guatemala, and Ecuador guided by visual storytelling from paper cut artists Hari & Deepti.
This project is spearheaded by two 2020 Re:co Fellows, Abbigail Graupner and Nicole Diefenbach. After earning their spots at the Specialty Coffee Association virtual conference, these ladies were able to connect through this select group.
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Through illustrative packaging, we hope to highlight each step of the specialty coffee process, and give representation to people across the value chain. The unique collaboration of Vava Coffee in Kenya, Chica Bean in Guatemala, and Roam Bravely in Ecuador is united through illustration. Hari & Deepti’s triptych tells a story with one common thread: the sacred bond with the earth and community that serves to create joy. The same coffee plants and volcano unify each panel of the coffee story, and the diverse plants and birds found in each location make evident the rich ecosystems common in each producer’s country.
The typography provided by Wigwam Creative includes interlocking letterforms for each country representing the connectivity of people through the process of creating coffee. The rounded shape of each label communicates femininity as a nod to the three women producers and the many women on the farms that use coffee as a way to support thriving communities at origin.
