Company: Café Pura is a student’s start-up led by the Amavida Coffee University programme in Seaside, Florida. The training focuses on social entrepreneurship. The new brand aims to support sustainable community development in coffee farming regions across Chiapas, Mexico by connecting farmers with international markets and reinvesting profits in social projects. | Assignment: identity. | Solution: The logo is inspired by Spanish Baroque calligraphy and ornamentation, traces of which can still be found in churches throughout San Cristóbal. A bold palette echoes traditional crafts, architecture, and nature. Plus, packaging concepts.