Kalidad started with a simple idea: coffee is a mood. I began by researching competitors and creating moodboards to define a bold, emotional direction that felt different from traditional coffee brands. The goal was to create something playful, expressive, and instantly recognizable.

I developed a series of character mascots inspired by real caffeine-fueled emotions, from grumpy mornings to wired afternoons. I hand-sketched each one and refined their forms to make them feel relatable, lovable, and easy to use across different formats.

Then I built the full visual identity, including a custom wordmark with strong curves, a punchy red and white color palette, bold typography, and packaging that invites interaction. Each element was crafted to highlight the brand’s voice: loud, cheeky, and full of energy, while still feeling polished and cohesive.

The final result is a brand that’s not just fun to look at, but designed to connect emotionally with customers from the first glance to the last sip.