BRAND POSITIONING
Caventura is a sustainable coffee brand that goes beyond offering organic and Fairtrade-certified specialty coffee. By building direct relationships with coffee farmers, it promotes transparency, ecological sustainability, and a deeper connection between consumers and the people behind their coffee. As Fractional Art Director, I was responsible from the start for developing and maintaining the brand identity, working closely with the founder to implement a consistent brand vision.
CLIENT
Caventura GmbH
YEARS
2019 — 2023
INDUSTRY
Food & Beverage
CHALLANGES
Caventura was founded in late 2019 with the USP of offering green beans for home roasting. However, the COVID-19 pandemic brought economic challenges, prompting the company to pivot and focus on offering premium, self-roasted coffee as an online product. As the lead designer, I continuously adapted the brand identity to align with each strategic shift, actively supporting the brand’s evolution.
SERVICES
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Brand identity
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Packaging design
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Illustrations & icons
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Marketing materials & prepress
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Product photos & retouching
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Newsletter Design & digital ads
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Corporate publishing & infographics
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Fair design
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Coffee shop retail design
LOGO DESIGN
The name is a mixture of “coffee” and “aventura” (Spanish for adventure) and reflects the brand's adventurous spirit. The circular form symbolizes a rising sun, evoking a sense of freshness, mirroring the journey of every exceptional cup of coffee that starts with green beans. As, the first major concept of the startup was to sell green beans for home roasting.
Federo as the Heading
Font Pairing
Prixima Nova is the font, chosen for the body text. To demonstrate how this font looks like, I will tell you a little bit about octopus. They can be bigger than a bus. The biggest giant Pacific octopus ever recorded reached a weight of 270 kg. That’s nearly four times the weight of the average person.
Color Palette
VISUAL IDENTITY
Inspired by the founder’s vision, I created a visual identity featuring a vibrant, retro 70s color palette that evokes warmth and nostalgia. The Federo font adds an elegant, nostalgic touch, while Proxima Nova, with its clean, modern aesthetic and excellent readability, provides the perfect balance. Together, they emphasize the brand’s timeless sophistication and modern character.
EMOTIONAL CONNECTION
The startup originated from the founder's pro bono work in Colombia, where he built personal relationships with coffee farmers. To connect this bond with customers, I painted watercolor portraits of the farmers, which appear on the packaging as well as on the website alongside their life stories. This highlights the brand value of “real people with real stories.”
Dark Chocolate
Cassis
Carnation
Smokey Whiskey
Almonds
Orange
Passion Fruit
Grapes
Honey
Caramel
Peach
Cinnamon
Cacao
Strawberry
Toffee
Blackberry
Craft your personalized
coffee blend
100% transparent
100% fair
Preparation: washed
Colombia
Your handmade
aroma experience
1.200 – 1.900 m
growing height
Hand roasted
Costa Rica
Direct trade coffee from
growing families
Abstract Icon
Transparent, fair, sustainable
Kenya
100% Arabica
Hand picked
Hand packaged
Ecuador
BRAND TONE
Hand-drawn illustrations of team members, created by me, play a key role in establishing a personal connection between customers and the brand. These visuals, paired with stories about the employees, humanize the business and foster deeper engagement.
BRAND VALUES
At the core of the start-up lies a fundamental principle: “unconditional transparency”. In alignment with this principle, Caventura has released a detailed transparency report, which I crafted in two languages and meticulously designed for both interactive and print formats.
PERSONALIZED EXPERIENCE
As part of the brand’s strategy, the “My Personal Caventura” campaign encouraged customers to gift personalized coffee bags to their loved ones by simply sending their photo. I was actively involved in the photoshoot process and handled the retouching of the images.
DIGITAL PORTRAITS
For the “My Personal Caventura” campaign, I created over 30 portraits. To distinguish them from the watercolor portraits of coffee farmers, I chose a simple yet elegant digital-realistic black-and-white style.
Promotion for "My Personal Caventura" campaign
Newsletter Design
TRADE FAIR BOOTH DESIGN
For the “World of Coffee” trade fair in Athens in 2023, Caventura participated as the main representative of ten organizations producing ecological coffee. I was responsible for planning and fully outfitting the booth, including the layout design, furniture, and presentation elements.
COFFEE SHOP RETAIL DESIGN
In 2021, Caventura opened a pop-up coffee shop in Berlin, integrated into a fashion store. Together, we designed and realized the interior, selecting materials and furniture and creating a functional layout to establish a harmonious and welcoming atmosphere. Additionally, I was responsible for the structural design and created the detailed execution plans for the project.
