Don Francisco's Coffee — Matthew Muller's Portfolio | Creative Direction | Brand Design & Identity

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Matthew S. Müller is a Los Angeles-based Creative Director and Designer fueled by curiosity and innovation.

Brewing a better tomorrow.

Don Francisco Coffee, a family-owned brand rooted in the Gaviña family’s Cuban heritage and established in Los Angeles, holds a significant historical narrative. We were tasked with breathing some new life into the brand to help them stand out amongst the sea of competition. Through a deep dive into the brand's history and the family's journey, we crafted a compelling narrative that captured the spirit of optimism and perseverance that fueled its founders. This emotional connection resonated with consumers, creating a sense of nostalgia and shared possibility.

Rather than start from a blank state, we chose to evolve the visual identity of the brand by clarifying and strengthening the current brand. This tactic helped to avoid in-store confusion, but also make it easier for the consumer to find the coffee blend or flavor of their preference.

Our efforts led to significant results, including increased brand investment, empowered leadership, and a stronger connection with consumers. The brand's revitalization not only strengthened its position in the market, but also inspired a new generation of coffee drinkers to appreciate the rich history and heritage behind their favorite beverage.

Don Francisco’s Coffe Brand Teaser Video

Bag Packaging Update

UI Design

Outdoor Campaign

In-store Promo Signage

Creative Director: Matthew Müller
Lead Designer: Becca Krahn
UI Designer: Jon Dufau
Senior Consultant: Saja Chadoosh
Consultant: Charlotte Li
Created at Innovation Protocol