Responses by Kev Pineda, cofounder and brand director, Kinder Estudio.
Background: Extinto Café is a project crafted in collaboration with an amazing client. Extinto approached us with a clear vision to disrupt the coffee scene through small-batch production, emphasizing quality and fairness in an industry plagued with social challenges. Its target audience was coffee enthusiasts eager to try something unique—something that not only tastes extraordinary and makes you feel good but also supports small producers and ethical practices. Through our strategic process, an even bigger purpose emerged: “Extinto exists to awaken people’s souls and inspire them to get more out of life.”
Design thinking: The idea of drops of coffee was born from a desire to create something exclusive, much like limited edition fashion releases. At the heart of the project is the creative concept “Wake up, human!” designed by the Kinder team. This powerful call to action encourages people to reconnect—with themselves, with others, and with the origins of what they consume. It’s a direct invitation to break away from routine and embrace coffee as a moment of reflection and presence. This aligns seamlessly with our tagline, “Café de ahora” (“coffee for now”), which highlights coffee as not just a product but an experience meant for this exact moment.
This concept is also meticulously translated into the packaging. Each detail was carefully designed to reflect the bold philosophy of Extinto—an open-sided cover that showcases the coffee itself, paired with tags that highlight the profile and story of each batch. The industrial and experimental aesthetic challenges traditional coffee packaging norms, making the packaging a true embodiment of the brand’s ethos “Wake up, human!”
Challenges: The packaging presented the most significant challenge. It wasn’t just about making it look good—it had to be functional, feel premium and make an impact. We came up with an open-sided cover that lets you actually see the coffee while also leaving room for a fashion-inspired tag that highlights the batch’s profile and story. Making sure this design worked for both whole bean and ground coffee wasn’t easy, but we wanted it to feel as intentional as the coffee itself.
What really pushed us, though, was breaking away from the organic, natural look that’s everywhere in coffee branding right now. Those earthy tones and minimal designs connect to the roots of coffee, but they’re everywhere. It’s gotten to a point where it all feels the same, losing that sense of individuality and boldness.
With Extinto, we wanted to shake things up. The industrial vibe, the raw textures, the open design—it’s all meant to feel fresh and rebellious, not just another coffee bag trying to blend in. The vibrant accents and edgy layout make the packaging stand out in a market that’s saturated with predictable, “safe” designs. It’s not just about holding coffee; it’s about making a statement that this coffee—and the experience around it—is something completely different.
Visual influences: The visual direction of Extinto combines industrial grit with creative experimentation. Concrete textures and metallic tones were key to crafting a stark, contrasting aesthetic—something bold and unexpected in coffee branding. Each drop features a custom illustrated X designed to embody the batch’s unique characteristics, from its region to its flavor profile. This illustrative flexibility enabled us to experiment with art styles while keeping the packaging cohesive. We also intentionally avoided overly natural visuals, creating a look that feels both modern and subversive while staying true to the authenticity of the product.
New lessons: Every project teaches us something new, but one of the most consistent lessons is the importance of aligning diverse energies—clients, customers and our team—toward a shared goal. This alignment creates the foundation for ideas to flow, challenges to be overcome and for something truly unique to emerge.
With Extinto, we learned the power of breaking molds and thinking outside the box. The project pushed us to challenge conventional coffee branding and rethink how design, storytelling and packaging could come together in a bold new way. Whether it was creating the drops of coffee concept or experimenting with packaging that felt industrial yet premium, every step was about rejecting the expected and embracing the experimental.
This project also showed us how transformative it can be to weave narrative and design into a product. By giving each batch a story and distinct visual identity, we didn’t just create a coffee brand—we created an experience. Extinto reaffirms that when we step away from the norm, creativity thrives, innovation happens and meaningful connections are made.
Specific project demands: The clarity of the client’s vision is often the deciding factor. When clients come to us with a strong sense of direction, it creates a clear foundation to build on, letting us focus on elevating the concept. However, when that vision isn’t fully formed, the process can take longer as we work together to define the purpose and direction. That said, these exploratory projects can be incredibly rewarding because they allow us to guide clients toward clarity and alignment.
Ultimately, the most successful projects are those where trust and collaboration drive the creative process, making every challenge a step toward something impactful. As we like to say, “Between friends, everything is better.” We have a strong ethos about matching energy with our clients, treating them not just as collaborators but as friends. Our ultimate goal is to build relationships that feel as inspiring and meaningful as the work itself.
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