Café Trocadeiro : Hardy Design – Estúdio de Design e Branding

Café Trocadeiro

Project made in partnership with Sebraetec.

Brand identity and label for the line of specialty coffees produced by Trocadeiro Farm, in Southern Minas Gerais state.





Trocadeiro Farm, located in the city of Três Pontas, Minas Gerais, was built in 1834, and has been producing coffee for over 50 years. Its history was the starting point for the design of Café Trocadeiro’s identity and its unfoldings. The train, an important means of transport and production flow in the region up until the beginning of the 20th century, was brought back as an icon for the brand, in an illustration reminiscent of letterpress printing clichés.








The combination of a grotesque typographic family – Trade Gothic, in its Condensed and Extended variations – with a more classic serif typography – Caslon – highlights the packaging’s graphic elements, while reinforcing the idea of tradition through compositions that resemble print-style 20th century postcards.




Creative directors: Mariana Hardy and André Coelho
Executive director: Cynthia Massote
Project manager: Mariana Muchon
Design: Délio Faleiro and Rafael Amato (unfoldings)
Graphic production: Mirelle Bairral