Línea Negra — Brand identity & packaging design

Overview

Línea Negra is a specialty coffee brand born from a deep respect for the cultural roots and rich flavors of coffee-growing regions across the globe. From the floral complexity of Ethiopian beans to the chocolatey warmth of Guatemalan harvests, Línea Negra is more than just coffee, it's a sensory journey through tradition, terrain, and time.

This project focused on developing a brand identity and packaging that captures the soul of each origin while unifying the experience under a cohesive, modern aesthetic.

The challenge

Coffee is one of the most saturated markets in the world. Línea Negra needed a distinctive identity that:

* Reflects the authenticity and cultural richness of each coffee origin.

* Resonates with design-conscious consumers.

* Bridges the gap between storytelling and shelf impact.

* Feels premium, yet rooted in human tradition.

The concept

The name Línea Negra (Black Line) symbolizes both the literal thread of coffee, from bean to brew and a metaphorical connection between cultures, histories, and geographies. Inspired by this concept, the visual identity had to express continuity, connection, and craft.

We created a design language that balances modern minimalism with cultural storytelling, blending abstract forms, earthy palettes, and organic textures to evoke the essence of each coffee’s origin.

Design language & visual system

1. Abstract Illustrations Each packaging design features a custom illustration, an abstract representation of the region’s landscapes, traditions, and spirit. From Ethiopian highlands to volcanic Costa Rican soils, these visuals are symbolic and interpretive rather than literal, inviting the viewer to explore.

2. Typography & Logo The logotype is clean and confident. A subtle serif gives it a handcrafted sensibility while maintaining a contemporary presence.

3. Color Palette Colors were carefully selected to reflect the flavor notes and moods of each origin.

Process

My approach combined research, cultural immersion, and design exploration. I studied each origin’s geography, traditional art, and folklore to inform the visual direction. Sketching played a central role in the development of the illustrations, allowing spontaneity and emotional resonance to come through.