COSCAFÉ, a heritage Salvadoran coffee brand established in the 1950s, has long been a symbol of national pride. Known for its affordability, local farming roots, and dedication to Salvadoran families, the brand has held a special place in everyday life — from early morning routines to family gatherings.

Over time, COSCAFÉ’s visual identity became outdated, no longer reflecting the warmth, quality, and authenticity that define the brand. Our challenge was to refresh COSCAFÉ’s image without losing its soul — maintaining its connection to loyal customers while inviting a new generation to rediscover it.

While COSCAFÉ continued to be trusted for its quality and tradition, its identity didn’t speak to the nostalgia, pride, and emotional connection that coffee evokes in Salvadoran culture. Competing brands had modernized their look, but in doing so, often lost their cultural essence. COSCAFÉ needed to strike a delicate balance: modernizing the brand while preserving the authenticity that made it iconic.

WHY A REBRAND WAS NEEDED

Who didn't get up at 4 a.m. to get ready for work? Or school? That was typically the life most Salvadorans grew up with during the 80s and 90s.

The creative direction for COSCAFÉ draws from the most cherished cultural ritual of Salvadoran life: “la hora del pan con café.” Those early mornings before work or school, and the quiet afternoons shared with family, sweet bread, and coffee — moments that have united generations. The new identity celebrates this tradition through a design language infused with warmth, nostalgia, and authenticity. Every element — from the color palette inspired by roasted coffee tones to typography reminiscent of vintage Salvadoran packaging — reflects the comforting familiarity of home.

BRAND CONCEPT & DESIGN DIRECTION

COFFEE POUCH