Rebel Merchants
services
Brand identity
Web design
Print collaterals
credits
Photography by Ricardo Dumsch
Rebel Merchants is a direct trade coffee company, built on real relationships with farmers and cooperatives across Guatemala, Honduras, Nicaragua and Costa Rica. They approached us with a clear vision: an identity that reflects the honesty and warmth behind every bean they source. As a team driven by transparency, connection and impact, they needed a visual language that matched that same care. With a hands-on and human approach, they turn direct partnerships into lasting change. Always traceable. Always fair.
the mission
Rebel Merchants exists to break market barriers by directly connecting farmers and roasters, creating fair and lasting exchanges where both can thrive. Their vision is a coffee and cacao trade where farmers and roasters stand as equal partners, with every bean, every deal and every story driving social, environmental and economic impact. Our goal was to translate that mission into a visual identity that feels equally grounded, appealing to roasters and coffee lovers who value quality, provenance and a company that sees the whole chain, from farmer to cup.
the results
From logo to photography. We built an identity in earthy, natural tones. Warm browns and organic textures echo the soil, the beans and the regions they come from, brought to life through a set of icons (a plant, a handshake, a branch) each filled with a woven diamond pattern inspired by traditional Guatemalan textiles. Working with photography captured by Ricardo Dumsch, we edited and curated the images, at times treating them with a duotone and heavy grain, giving the harvest scenes a raw, tactile edge. Paired with clean layouts and statement typography, the branding brings transparency and trust in equal measure, an identity as real and rooted as the trade itself.
