Aha! Cafés
An identity that brings together coffee grown in the fields with the rhythm of the city.
Project selected for the 2024 Design Biennial in the Pack Design and Branding category.
Context
Aha! Cafés is a coffee roastery and café based in Brasília (DF), grounded in a strong commitment to local production ethics. Working closely with small rural producers allows the brand to carefully curate its beans and maintain full control over roasting quality. At a new stage in its journey, Aha! sought a rebrand to better express its values and build a visual system ready to grow alongside the business.
Challenge
To create a visual identity that is simple, flexible, and easy to apply, connecting the manual craft of coffee production with the brand’s urban, everyday presence. Another key challenge was making the world of specialty coffee more accessible, helping customers better understand and choose their coffees with confidence — both through packaging and in the physical space.
Result
The new identity is built around the Coffee Flavor Wheel, reinterpreted through free radial graphic elements, seals, and textured visuals that reference ground coffee. The logo system revolves around the Aha! exclamation mark, paired with a customized typographic approach and a thoughtful use of color. Designed to work even with just two colors, the system is versatile, easy to reproduce, and strengthens Aha! Cafés’ presence across packaging, retail, and communication — bringing people closer to the world of specialty coffee.
