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SOFIA MERIZALDE
A STORY BY
I look at the world through the lenses of stories and how they have the
power to shape perspectives. Either immersing myself in tales through
reading, writing, listening, passionately sharing them, or capturing them
with a camera. There hasn't been a moment in my life when I wasn't
captivated by the magic of storytelling.
Reflecting on my childhood, I recall the fervor with which I absorbed
my parents' globetrotting adventures and sought out stories of distant
lands. Or spent countless hours with my grandmother, urging her to
share the intricate details of her youth, organizing those precious
stories in my mind with the belief that they would one day blossom into
a captivating novel. Or when I wrote stories and put up plays to
entertain my family and friends.
Crafting these narratives became a way of self-expression, a pathway
to comprehend the intricacies of the world, and a vehicle for my
imagination to soar.
In college, my thirst for knowledge drove me to explore visual media,
propelling me into the realms of media and film. However, my curiosity
continued to seek new avenues for applying my creative mindset.
TRANSFORMING
MY PASSION
FOR STORIES INTO
A MEANINGFUL
PROJECT
SOFIA´S STORY BOOK
Now that you've been immersed in the tale of my love affair
with storytelling, let me take you on the second chapter:
HOW I TRANSFORMED THAT PASSION FOR STORIES INTO A
UNIQUELY PERSONAL COFFEE BRAND.
You might be wondering, "What's the connection between
coffee and stories?" Well, let me assure you, it runs deeper
than you might imagine.
Growing up around a family coffee business, coffee has been
an integral part of my life. Surrounded by coffee farms and
immersed in coffee talk, I absorbed countless stories,
traversing from one farm to another. This upbringing not only
endowed me with extensive knowledge about the beverage
itself, but, above all, instilled in me an immeasurable love for
the stories woven into every cup of coffee. And from that
love Mahaba was born.
Mahaba is more than just a
coffee brand; it is my
three-year project, where
I decided I wanted to
create a coffee brand with
a strong social impact.
Mahaba aims to convey the
love and passion that goes
into coffeemaking, drawing
inspiration from the
enchanting landscapes,
vibrant colors, diverse
cultural expressions of
different coffee regions, as
well as from my family´s
globetrotting coffee
adventures.
MAHABA comes from
Swahili and means "love" ,
the essence of our story.
It's the producer's love in
every task they undertake
to bring out the best
coffee, our love for seeking
the finest beans, and the
love we want you to feel
for your cup of coffee.
PEOPLE
l
C O F F E E A N D
A L L I T S M A G I C
C A P T U R E D I N
T H E P E R F E C T
C U P
Extraordinary
coffee
S T R O N G A N D S U S T A I N A B L E
C O M M U N I T I E S E N S U R E A
F U T U R E F O R C O F F E E .
A J O U R N E Y O F L O V E
F R O M F A R M T O C U P
CAFÉ
DE
COLOMBIA
A R E T H E H E A R T
O F M A H A B A
H A S A S T O R Y T O T E L L
Every cup of coffee
I T M A K E S T H E
D I F F E R E N C E
To craft a coffee brand with social impact,
involved sharing the captivating narratives
that have been ingrained in me since
childhood—stories that delve into the origins
of the coffee, its profound impact on the
communities that grow it, and the distinctive
processes that set this beverage apart. It's
about spotlighting the people and images
that have inspired me, placing them at the
forefront. Through this approach, I aim to
cultivate a more conscious and informed
coffee consumer, one who recognizes the
value in choosing what I like to call
extraordinary coffee.
Hand-picked
EXTRAORDINARY COFEE...
is more than just coffee; it's a labor of LOVE. A seed
primed for greatness, grown in harmony with nature.
It's a JOURNEY, from farm to cup, each step infused
with stories of passion and resilience, a legacy
echoing through generations, where tradition meets
innovation to obtain the highest quality coffee. It's not
just coffee; it's pure magic, enhancing the lives of
those who nurture and harvest it.
L E A R N
A B O U T
R E S P O N S I B L E
H A R V E S T
P R A C T I C E S
Raise
your
standards
GOAL: A brand that can effectively communicate
messages, evoke emotions, narrate compelling stories,
and provide informative insights that deeply connect with
coffee enthusiasts.
Communicate the essence
1.
Easy to remember
2.
Comprehensible
3.
Potent
4.
Original
5.
Adaptable
6.
VISUAL INSPIRATION: Ethnic meets high-end. Vibrant
colors, patterns, coffee landscapes, the people,
coffeemaking process, mix of symbols and icons from
coffee regions.
Key words: Globe-trotting, ethnic, tribal, traditional, travel,
explorer, exotic, nature.
MOODBOARD
Love
Culture
Stories
Tradition x
Modernity
Coffee as an
experience generator
Illustration
Synthesis
Details
Balance
Contrasts
M
Bogue
Andes
Bely Display
Typography
A blend of contemporary and timeless typefaces that
convey dynamism, freshness, and professionalism.
Color Palette
Sober, vibrant, and dynamic colors.
The Graphic Universe
The entire graphic universe was illustrated exclusively for
the brand. It is inspired by the world of coffee: the
landscapes, the places, the flora and fauna, the people
and my favorite coffee memories.
Visual Identifier
The M is inspired by the center cut of a coffee bean.
340g
SELLO
MUJER
Staying true the brand motto, "every cup of coffee has a story to
tell", every coffee package includes comprehensive information
about the specific coffee and the process, the individuals, and the
farm behind its production. Our packaging is specially designed
to highlight these stories, ensuring that they are prominently
featured and easily remembered.
www.mahabacoffee.com
Introducing our latest coffee: a coffee blend
meticulously crafted to champion gender equality in
the coffee industry. Teaming up with the Women's
Coffee Association, we're on a mission to empower
36 female farmers and pave the way for equity and
recognition in coffee farming. Join us in savoring
this bold brew with a purpose.
Roasted with love
LEARN MORE ABOUT EACH FARMER IN YOUR COFFEE BOX
The result of this process is a fun and
innovative brand with visual and emotional
resonance. But beyond powerful graphics
and a clear mission, the brand transcends,
communicating its true essence:
THE LOVE THAT I TRULY HAVE FOR COFFEE,
AND THE DRIVE I PUT INTO DOING WHAT I
LOVE.
This endeavor demanded the fusion of my
creative spirit with a practical, grounded
and business approach. Witnessing the
results of my brand underscored the
profound impact of blending storytelling
with a business-centric mindset.
TRANSFORMING
MY PASSION
FOR STORIES INTO
A MEANINGFUL
PROJECT
Embarking on what I believed as a side job or hobbie, turned out to
be one of the best experiences I have had—even leading me to
develop a new brand concept for a new coffee chain that just
launched their first coffee shop in Barcelona.
It was a moment that illuminated the boundless possibilities of
applying my creativity and fervor for storytelling across diverse
ventures.
It inspired me to seek more, to dream bigger, and ultimately, it
motivated me to pursue this masters program that would enable
me to continually broaden my horizons.

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IE Application: Express Yourself - Sofia Merizalde

  • 1. SOFIA MERIZALDE A STORY BY I look at the world through the lenses of stories and how they have the power to shape perspectives. Either immersing myself in tales through reading, writing, listening, passionately sharing them, or capturing them with a camera. There hasn't been a moment in my life when I wasn't captivated by the magic of storytelling. Reflecting on my childhood, I recall the fervor with which I absorbed my parents' globetrotting adventures and sought out stories of distant lands. Or spent countless hours with my grandmother, urging her to share the intricate details of her youth, organizing those precious stories in my mind with the belief that they would one day blossom into a captivating novel. Or when I wrote stories and put up plays to entertain my family and friends. Crafting these narratives became a way of self-expression, a pathway to comprehend the intricacies of the world, and a vehicle for my imagination to soar. In college, my thirst for knowledge drove me to explore visual media, propelling me into the realms of media and film. However, my curiosity continued to seek new avenues for applying my creative mindset. TRANSFORMING MY PASSION FOR STORIES INTO A MEANINGFUL PROJECT SOFIA´S STORY BOOK
  • 2. Now that you've been immersed in the tale of my love affair with storytelling, let me take you on the second chapter: HOW I TRANSFORMED THAT PASSION FOR STORIES INTO A UNIQUELY PERSONAL COFFEE BRAND. You might be wondering, "What's the connection between coffee and stories?" Well, let me assure you, it runs deeper than you might imagine. Growing up around a family coffee business, coffee has been an integral part of my life. Surrounded by coffee farms and immersed in coffee talk, I absorbed countless stories, traversing from one farm to another. This upbringing not only endowed me with extensive knowledge about the beverage itself, but, above all, instilled in me an immeasurable love for the stories woven into every cup of coffee. And from that love Mahaba was born.
  • 3. Mahaba is more than just a coffee brand; it is my three-year project, where I decided I wanted to create a coffee brand with a strong social impact. Mahaba aims to convey the love and passion that goes into coffeemaking, drawing inspiration from the enchanting landscapes, vibrant colors, diverse cultural expressions of different coffee regions, as well as from my family´s globetrotting coffee adventures. MAHABA comes from Swahili and means "love" , the essence of our story. It's the producer's love in every task they undertake to bring out the best coffee, our love for seeking the finest beans, and the love we want you to feel for your cup of coffee.
  • 4. PEOPLE l C O F F E E A N D A L L I T S M A G I C C A P T U R E D I N T H E P E R F E C T C U P Extraordinary coffee S T R O N G A N D S U S T A I N A B L E C O M M U N I T I E S E N S U R E A F U T U R E F O R C O F F E E . A J O U R N E Y O F L O V E F R O M F A R M T O C U P CAFÉ DE COLOMBIA A R E T H E H E A R T O F M A H A B A H A S A S T O R Y T O T E L L Every cup of coffee I T M A K E S T H E D I F F E R E N C E To craft a coffee brand with social impact, involved sharing the captivating narratives that have been ingrained in me since childhood—stories that delve into the origins of the coffee, its profound impact on the communities that grow it, and the distinctive processes that set this beverage apart. It's about spotlighting the people and images that have inspired me, placing them at the forefront. Through this approach, I aim to cultivate a more conscious and informed coffee consumer, one who recognizes the value in choosing what I like to call extraordinary coffee. Hand-picked EXTRAORDINARY COFEE... is more than just coffee; it's a labor of LOVE. A seed primed for greatness, grown in harmony with nature. It's a JOURNEY, from farm to cup, each step infused with stories of passion and resilience, a legacy echoing through generations, where tradition meets innovation to obtain the highest quality coffee. It's not just coffee; it's pure magic, enhancing the lives of those who nurture and harvest it. L E A R N A B O U T R E S P O N S I B L E H A R V E S T P R A C T I C E S Raise your standards
  • 5. GOAL: A brand that can effectively communicate messages, evoke emotions, narrate compelling stories, and provide informative insights that deeply connect with coffee enthusiasts. Communicate the essence 1. Easy to remember 2. Comprehensible 3. Potent 4. Original 5. Adaptable 6. VISUAL INSPIRATION: Ethnic meets high-end. Vibrant colors, patterns, coffee landscapes, the people, coffeemaking process, mix of symbols and icons from coffee regions. Key words: Globe-trotting, ethnic, tribal, traditional, travel, explorer, exotic, nature. MOODBOARD Love Culture Stories Tradition x Modernity Coffee as an experience generator Illustration Synthesis Details Balance Contrasts M
  • 6. Bogue Andes Bely Display Typography A blend of contemporary and timeless typefaces that convey dynamism, freshness, and professionalism. Color Palette Sober, vibrant, and dynamic colors. The Graphic Universe The entire graphic universe was illustrated exclusively for the brand. It is inspired by the world of coffee: the landscapes, the places, the flora and fauna, the people and my favorite coffee memories. Visual Identifier The M is inspired by the center cut of a coffee bean.
  • 7.
  • 8. 340g SELLO MUJER Staying true the brand motto, "every cup of coffee has a story to tell", every coffee package includes comprehensive information about the specific coffee and the process, the individuals, and the farm behind its production. Our packaging is specially designed to highlight these stories, ensuring that they are prominently featured and easily remembered. www.mahabacoffee.com Introducing our latest coffee: a coffee blend meticulously crafted to champion gender equality in the coffee industry. Teaming up with the Women's Coffee Association, we're on a mission to empower 36 female farmers and pave the way for equity and recognition in coffee farming. Join us in savoring this bold brew with a purpose. Roasted with love LEARN MORE ABOUT EACH FARMER IN YOUR COFFEE BOX
  • 9. The result of this process is a fun and innovative brand with visual and emotional resonance. But beyond powerful graphics and a clear mission, the brand transcends, communicating its true essence: THE LOVE THAT I TRULY HAVE FOR COFFEE, AND THE DRIVE I PUT INTO DOING WHAT I LOVE. This endeavor demanded the fusion of my creative spirit with a practical, grounded and business approach. Witnessing the results of my brand underscored the profound impact of blending storytelling with a business-centric mindset.
  • 10. TRANSFORMING MY PASSION FOR STORIES INTO A MEANINGFUL PROJECT Embarking on what I believed as a side job or hobbie, turned out to be one of the best experiences I have had—even leading me to develop a new brand concept for a new coffee chain that just launched their first coffee shop in Barcelona. It was a moment that illuminated the boundless possibilities of applying my creativity and fervor for storytelling across diverse ventures. It inspired me to seek more, to dream bigger, and ultimately, it motivated me to pursue this masters program that would enable me to continually broaden my horizons.