Visual Guidelines 01

Visual Guidelines

Overall Themes

Warmth and Vibrancy

  • Colour Palette: Dominant use of warm tones derived from your brand guide (yellows, gold, rich browns). Pops of brighter colours inspired by Brazil (rainforest green, ocean teal) can add vibrancy without compromising sophistication.
  • Lighting: Prioritise natural lighting in photography, or opt for soft, warm lighting to maintain a welcoming feel. Avoid harsh or overly cool lighting.
  • People and Expressions: Choose imagery where people exude genuine happiness, smiling and engaged in warm interactions. This fosters a sense of connection and positivity.

Celebration of Brazil

  • Landscapes: Showcase the lushness of Brazilian coffee regions, the vibrancy of its cities, or the richness of its culture. Consider using both wide, sweeping landscapes and close-ups that emphasise colour and textures.
  • The Human Element: Prioritise the faces, hands, and stories of Brazilian coffee farmers. Show them working in fields, during the harvest, or showcasing their dedication and expertise. Avoid generic “farmer” stock imagery – authenticity is vital here.
  • Cultural Flair: Subtle, abstract use of Brazilian flag colours, hints of textiles or patterns inspired by Brazil, or images of celebratory moments (carnival, etc) evoke Brazil without being literal.

From Seed to Cup

  • A Visual Journey: Create series of images or short videos that follow the coffee bean’s transformation – from sprouting to the cup.
  • The Importance of Hands: Hands hold a powerful storytelling element. Showcase hands holding cherries, inspecting green beans, operating roasting machinery, and finally pouring the finished coffee.
  • Background Matters: While hands are important, use backgrounds strategically. A farmer holding beans in front of a lush field provides context. Roasted beans cupped in a hand, with a roasting facility in the background, reinforces the process.

Additional Notes:
These themes should work harmoniously. Warmth shouldn’t feel saccharine, and a focus on farmers shouldn’t feel overly serious. Quality: Don’t sacrifice image quality for a certain aesthetic. Professional photography is essential for achieving the premium brand feel. Avoid Clichés: Be mindful of overused coffee visuals (steaming cups, beans scattered on burlap). Gostoso should stand out!