Naming + Site + Verbal Identity 

Café POR ELAS 

In partnership with Studio Tempo®, I worked on the rebranding of Café Por Elas, a coffee bean roasting company based in São Paulo, Brazil, focused on giving visibility to the women leading coffee cultivation in the country. As part of this process, I led the brand’s new positioning, developed a new language direction, and created the naming for the new coffee lines.

Before the rebranding, the coffee lines had more colloquial, phrase-based names. These were later reworked into a more cohesive and conceptual naming system aligned with the brand’s new positioning, and of course, feminine names!

The entry-level coffee was previously called “Café ajuda quem cedo madruga” and was renamed EMBALA.
The intermediate profile, originally “Pausa pro café,” became TRAMA.
The organic coffee, formerly “Bonito por natureza,” was renamed ORGÂNICA.
Finally, the microlot line, previously “Se faz feliz, faz café” became RARA.