NOMADA
Oaxacan coffee cart and roasters, NÓMADA, were looking to refresh their existing branding for their bags of coffee and pre-made drinks.
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NÓMADA is a coffee cart and roastery run by local couple Jane and Chelo, who source all of their beans from Mexican producers within the state of Oaxaca. They give a voice to their producers by including their respective stories on each bag of coffee.
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☞ Visual Identity
☞ Brand Guidelines
☞ Illustration
☞ Packaging Design
☞ Merchandise Design
☞ Photography -
☞ Shava Cueva Photography
☞ NÓMADA Photography -
We really couldn’t be happier with Jess’ work. It’s so exciting to feel PROUD not just of our product but of how we’re presenting it! Thank you, thank you!
Working with Jess on our coffee brand's rebranding and packaging project was a dream! Jess worked with the logo that we already had and rebranded around that, giving us a whole new color scheme, fonts, and personality. Jess also designed the packaging for our coffee beans and our catalogue of bottled coffee drinks.
We were blown away by Jess's creativity and are so grateful that she understood the essence of our brand and helped us to push it to the next level. Jess is lots of fun to work with AND very professional. She communicates clearly and always delivers her impeccable work on time (or ahead of schedule). We plan to work with Jess for years to come and can't recommend her highly enough!
Project Objectives
NÓMADA wanted to improve brand recognition, increase local sales and prepare for their launch to additional Mexican states and the USA.
Concept Development
As an existing consumer of NÓMADA products and a friend of owners Jane and Chelo, the concepts I explored for the rebrand derived from their personalities I'd known and loved; something fun, bold, fresh, youthful and approachable.
I presented three initial mood boards and two following concepts featuring fun, bold colours, approachable typography and fresh, youthful illustrations.
Fun
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Fresh
👌
Youthful
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Fun 👌 Fresh 👌 Youthful 👌
Brand Identity
The designs needed to stand out from the saturated local market of minimal, rustic coffee packaging, so with the full support of Jane and Chelo in moving away from their previously minimalist brand identity, we went against the grain. I introduced gritty, marker-style typography and plastered hand-drawn illustrations across the new branding—keeping in style with the original logo—plus a fresh injection of bright colours.
Illustrations
Over 50 custom, hand-drawn characters were created to represent elements of the regions of Oaxaca that the beans are from and the flavour notes of each type of coffee. Each character was then assembled into a unique pattern according to the subject matter (such as cold brew coffee sourced from the agave-filled Mixteca region, with flavour notes of chocolate, melon and guayaba).
Packaging
Seven new resealable coffee bag labels and four new bottled beverage labels were designed in various bright, bold colours to display the product variety available.
The design for each bottle and bag included a unique pattern consisting of a customised collection of illustrations according to the respective products.
Product Photography
In collaboration with Shava Cueva, we executed a fun, colourful photoshoot using fruit as props inspired by the package illustrations.
Merchandise
Various merchandise was rolled out for customers of the coffee cart, including hoodies, shirts, tote bags, mugs, stickers and more.
Success Story
NÓMADA has experienced growth in sales and brand recognition in recent months since launching the rebrand with Yax.
They've received an increase in direct sales of coffee bags in their coffee cart and orders via Instagram DM. Their existing clients who sold NÓMADA products at cafes and stores began ordering larger quantities more frequently. They began shipping coffee nationally to two cafes in Ciudad Juarez, Chihuahua and two clients in Mérida, Yucatán.
They attribute this growth to the rebrand inspiring them to seek out and start offering new coffee products with packaging they were happy with and proud of. They have since begun offering the new bags for sale, and this variety has brought in more customers, both locally and nationally.
Jane and Chelo continue to receive positive feedback about the new packaging from customers that stock their products, clients at the cart, and people on social media.