The Studio
Pueblo Estudio specializes in Branding, Packaging, Web Design, Art Direction, and Creative Strategy. They are based in Mendoza, Argentina.
https://puebloestudio.com/
The client
Their client is Café Derrota – a Colombian coffee brand.
The designs
The inspiration
Under the slogan “Learn to Love Them, They’ll Build You,” the brand invites reflection on the beauty of small setbacks and the strength that emerges from each fall. It was a creative challenge to beautify and reframe a word that typically carries negative connotations.
The packaging comes in three variants: light, medium, and dark. The project is inspired by vintage fight and boxing posters from the 20th century, transporting us to an era where challenges were faced with strength and determination. The illustrated characters—two boxers in combat—serve as a visual metaphor representing the overcoming of defeat, both in the ring and in life.
Café Derrota is more than just a beverage; it’s a symbol of resilience, wrapped in an aesthetic that celebrates nostalgia and the fighting spirit.
