Una pausa puede cambiarlo todo.
Selecto Packaging Redesign
PACKAGING DESIGN
MARKETING MATERIALS
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 recognizable 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.
Focus groups revealed that consumers commonly refer to Selecto’s two lines as “el verde” (“the green one”) and “el amarillo” (“the yellow one”). This insight guided the decision to create a monochromatic design for each line.
Green and Yellow
