000—Art director and image maker. I mean, I create concepts with visual outputs. Specialized in visual research, working across the fields of food, design and culture. Most recently art director at Espacio Crudo. I have worked for Starbucks, Conde Nast, Pyrex, Av Inbev, and Sony Music, creating good loking visuals for all of them.


          BOG/LDN


         ︎︎︎
024—Juan Valdez x Bastarda
ART DIRECTION
CREATIVE DIRECTION
CONCEPT DEVELOPMENT

︎︎︎Collaboration Bastarda Type Studio x Espacio Crudo
2021︎︎︎

Studio/Personal Project


The idea (︎︎︎) Because at the end, what really matters is the brand



























What is behind the concept
_The rebranding of Juan Valdez, the biggest coffee brand in Colombia, was developed by Bastarda Type Studio. The aim of the shooting was to showcase the brand and its placement in different products without making any fuss about what Juan Valdez represents itself, but rather focusing on the typographic work. The decision was made to not showcase the products, or talk about the smell of the coffee, or its fruity notes, but rather to focus solely on the brand's visual and behave with little superficiality, in this case, we just care about the brand, right?. The rest was considered just another complement to Bastarda's work.