Black Hatch

About the Client + Objective

Black Hatch, hailing from Tapachula, Chiapas, Mexico, started as a venture selling high-quality whole and ground coffee. Planning to expand, the brand aimed to launch two new products: cold brew and canned iced latte. Our challenge was to develop an identity and visual system that would encompass both existing and new products. We aimed to move away from the conventional and artisanal style prevalent in the region, creating a brand with personality and breadth. The goal was to meet aesthetic and functional visual standards, easily reproducible across various applications, and to communicate the product's quality in a friendly and distinctive manner.

The creative spark for the black rooster illustration was fueled by a personal desire for a gentler morning awakening, as opposed to the relentless early morning calls of a rooster, often heard as early as 3 a.m. This led to a whimsical reimagination where the rooster, traditionally seen with claws, was artistically transformed to feature legs, embodying the act of rushing with a steaming coffee cup. This artistic choice serves as a metaphor for an ideal start to the day, infused with the warmth and vitality of freshly brewed coffee.

In terms of typography, we redesigned a serif font to project the essence and attention to detail, reflecting the variety of products with notes and flavors that invite a multi-sensory journey. The organic shapes of the wordmark preserve tradition and ensure the exceptional quality of the coffee. This approach resulted in a renewed brand identity for Black Hatch, merging tradition and innovation, maintaining a deep connection with its roots while moving towards an exciting future in the coffee world.

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Services

Project Concept

Art Direction

Branding

Illustration

Packaging

Strategy