003—Devoción
SET DESIGN
ART DIRECTION
CREATIVE DIRECTION
CONCEPT DEVELOPMENT
ART DIRECTION
CREATIVE DIRECTION
CONCEPT DEVELOPMENT
2023︎︎︎
The idea (︎︎︎) Given that Cascara Coffee by Devoción is the world's first concept dedicated to celebrating the coffee cherry, one of the main challenges of its launch campaign visuals was to put the coffee fruit—the cherry—front and center, rather than focusing on dry beans, as in traditional coffee processes.
I drew inspiration directly from this concept, utilizing a primary color palette that takes us back to the basics. This decision allowed me to create a series of visuals that evoke the sensation of the coffee cherry being the sole focus, showcasing it in its purest form, where the only compositional elements are light and shadow.
Throughout the visuals, we explored the rituals of drinking coffee, placing special emphasis on the joy of enjoying Cascara coffee over ice on warm summer days. As a result, every image created for Devoción's campaign features exquisite, small-scale scenarios that capture the essence of the brand and its uniquely refreshing offering.
Client
Devocion US / CO
The idea (︎︎︎) Given that Cascara Coffee by Devoción is the world's first concept dedicated to celebrating the coffee cherry, one of the main challenges of its launch campaign visuals was to put the coffee fruit—the cherry—front and center, rather than focusing on dry beans, as in traditional coffee processes.
I drew inspiration directly from this concept, utilizing a primary color palette that takes us back to the basics. This decision allowed me to create a series of visuals that evoke the sensation of the coffee cherry being the sole focus, showcasing it in its purest form, where the only compositional elements are light and shadow.
Throughout the visuals, we explored the rituals of drinking coffee, placing special emphasis on the joy of enjoying Cascara coffee over ice on warm summer days. As a result, every image created for Devoción's campaign features exquisite, small-scale scenarios that capture the essence of the brand and its uniquely refreshing offering.
_How to drink rituals
_Flavor Profiles Visuals
_How to drink rituals
MOODBOARDING QUEEN
2 different moodboards were developed in this project showcasing the relation between shape, light, vibrance of color and shadow.
(︎︎︎) The first for approaching the project sense of lighting and warm and the quakity of the shadows in this photo series.
(︎︎︎) The second for speaking about the balance betweent materials, colors and approaching the color as a compositional element around seamenly randon objetcs.
Put the fruit (rather than the bean) front and center
Rituals Conceptualization
_Flavor Profiles
Devoción’s Cascara sparkling coffee fruit drinks range from original, ginger lemon, cherry to cassia lime.
Devoción’s Cascara sparkling coffee fruit drinks range from original, ginger lemon, cherry to cassia lime.
_Product Family
_Ways of drinking
