De La Paz Coffee

A bold new take on coffee blends.

January 2014

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De La Paz shirt

Honesty, in a cup

De La Paz is a small, independent coffee roaster located in San Francisco. They have an intense, almost revolutionary focus on roasting the best, most accessible blends for the masses. These coffee connoisseurs are traveling the globe, sourcing just the right combination of beans and bringing them back to San Francisco to roast in their vintage German roaster.

Their transparency is radical; every bag lists the coffees in the blend. Not incidentally, they also work to pay everyone in their supply chain, from farmers to baristas, honest wages and prices. In the meantime, they’re also racking up awards for their blends.

De La Paz Peel Sessions

Boldness, in a bag

De La Paz recently underwent a total brand reset. Their new identity is iconic and bold, with a straightforward color and pattern system that clearly identifies their flavor profiles, from the “juicy, layered, and provocative” red label to the bright and crisp yellow, the “teacher’s pet of blends.” They have even named their blends after musical references that saved us in our youth. Peel Sessions, anyone?

We redesigned their website to hold up well to their strong visual language and culture. This included working hand-in-hand with their house photographer, Sharky, to create the site’s images (he provided the character forming lifestyle shots and we the iconic home page and shop photography).


Beans, to your door

We set up a shop as simple and daring as the bags themselves; a handful of stunning coffees delivered to your door as a single purchase or subscription along with two black and white tees.