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Responses by Daniel Montiel/Cindy Montero, design, Gitanos Consulting

Background: Walden Organic Coffee’s name is inspired by one of the most famous nonfiction essays, Walden, written by American writer Henry David Thoreau in 1854. In the essay, Thoreau narrates the two years, two months and two days he lived in a cabin that he built by himself near Walden Pond in Concord, Massachusetts. We feel that coffee brings stories to life, so we want people to read them while they drink coffee.

Reasoning: We reflect the story of Walden in the logo combining the concepts of the mountain and the letter W on the top. We used white, black and coffee brown colors to reflect the organic and the natural, as well as the wild.

Challenges: To be able to communicate a product inspired by the wild, natural lifestyle and reflect it with the stories that will be told in the packaging—upgrading the conventional image level and the production of materials.

Anything new: We learned that different products can be generated, and in this case, that the name of the brand impacts all the DNA of the brand, creating a different identity. This is important for us since in Costa Rica, it costs a lot to ask the designers to generate more minimalist designs.

gitanos.cr

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