How minimalism tells a genuine story.
Client
Félix Coffee
A small family-owned coffee business with generational passion for ethical sourcing was struggling to tell that story through minimalism without losing the warmth that makes it real.
Scope of Work
Outcome.
→ Every pack carries a signature designed to feel like it was passed down, not invented, turning a product into a piece of family history.
→ Origin, altitude, process, and flavour profile all visible from the front. A customer never has to turn the pack around to understand what they're buying.
→ From packaging to every piece of communication, the brand speaks with the same voice. Unmistakably Félix everywhere.
Outcome.
→ Every pack carries a signature designed to feel like it was passed down, not invented, turning a product into a piece of family history.
→ Origin, altitude, process, and flavour profile all visible from the front. A customer never has to turn the pack around to understand what they're buying.
→ From packaging to every piece of communication, the brand speaks with the same voice. Unmistakably Félix everywhere.
What is the most personal thing a family has to offer?
Not an object, not a symbol. A signature. Something as unique as a fingerprint that turns every pack into a direct link to the person who started it all. So a signature was designed for Grandfather Félix. That made every pack feel like a piece of family history.
From there, everything followed the same logic, warmth through restraint. Kraft paper packaging, simple and unfinished, communicating craft without performing it. No special cuts, no elaborate print. Just the material doing its job honestly.
What is the most personal thing a family has to offer?
Not an object, not a symbol. A signature. Something as unique as a fingerprint that turns every pack into a direct link to the person who started it all. So a signature was designed for Grandfather Félix. That made every pack feel like a piece of family history.
From there, everything followed the same logic, warmth through restraint. Kraft paper packaging, simple and unfinished, communicating craft without performing it. No special cuts, no elaborate print. Just the material doing its job honestly.
Two typefaces held tension throughout.
One architectural and precise for structure and clarity. One handwritten and informal for warmth and detail. Together, they made minimalism feel human.
Two typefaces held tension throughout.
One architectural and precise for structure and clarity. One handwritten and informal for warmth and detail. Together, they made minimalism feel human.
Research into Japanese coffee packaging showed the way.
A single label, everything visible from the front, nothing hidden on the back or the side. Origin and flavour profile lead. Technical details follow in a handwritten font that makes altitude and processing method feel like personal notes rather than data. A custom intensity system, lines instead of numbers. Reads instantly without explanation.
Colour appears only where it earns its place. Each origin gets one accent tied to its flavour profile. Golden for Mexico. Ruby for Colombia. Green for Brazil. A nod, not a statement.
Research into Japanese coffee packaging showed the way.
A single label, everything visible from the front, nothing hidden on the back or the side. Origin and flavour profile lead. Technical details follow in a handwritten font that makes altitude and processing method feel like personal notes rather than data. A custom intensity system, lines instead of numbers. Reads instantly without explanation.
Colour appears only where it earns its place. Each origin gets one accent tied to its flavour profile. Golden for Mexico. Ruby for Colombia. Green for Brazil. A nod, not a statement.
