Nostalgia and Motivation in Café Derrota’s Unique Coffee Packaging by Pueblo Estudio

We present the naming, branding, and packaging we developed for “Café Derrota.” Under the slogan “Learn to Love Them, They’ll Build You,” we wanted the brand to invite reflection on the beauty of small setbacks and the strength that emerges from each fall. It was a great creative challenge for us to beautify and reframe a word that typically carries negative connotations. The packaging design comes in three variants: soft, 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 that seeks to represent overcoming defeat, both in the ring and in life. Café Derrota is more than just a beve