Benca

Standout Features:

• Evocative design
• Merger of contemporary and traditional
• Warm color scheme

"Benca" is the act of blessing or invoking divine grace on someone that basically turned into a daily habit (like a coffee!) for residents of the Brazilian countryside; those that acknowledge the undeniable authority of their elderly relatives.

Respecting your elders and tradition is deeply rooted in the Cardoso family which specializes in coffee production on their land, Sítio Serra. Ever since 1925, with the acquisition of the farm by the late Mr. Zé Cardoso, a man who knew coffee like few others, the Benca brand followed some of his key traits - honesty, openness, and meticulousness.

When drafting the brand's logo and interviewing his family members, Lucas Lemini discovered Mr. Zé's most striking features: the hat, mustache, and nose. Thus, as a central element of this visual identity, Lucas incorporated them all ingeniously, creating the letter B in a manual layout that, when rotated, forms the silhouette of a hat, the mountains of the production region, and the smoke of a coffee cup, among other elements.

When combined with the bright and sunny colors, the Benca brand literally shines, like the wide smiles of the Cardoso family members.