Selecto Packaging Redesign
For more than 30 years, Café Selecto has been part of everyday coffee culture across Central America through its ground coffee line. As the brand expands into international markets, the brief called for bolder, more distinctive packaging that highlighted its established brand assets, particularly the slogan “Una pausa puede cambiarlo todo" ("a pause can change everything.” I redesigned the packaging system across four sizes and two tiers: Superior, the flagship line, and Clásico, its more accessible counterpart.
Consumers commonly refer to Selecto’s two lines as “el verde” (“the green one”) and “el amarillo” (“the yellow one”), making color central to the packaging system. I developed a monochromatic design for each line, replacing generic imagery with bold typography and geometric forms that give the logo and slogan greater prominence.
