This project is a small illustration series developed for Puro Caffè, a coffee roastery based in Da Lat, Lam Dong.
The visual direction was inspired by a specific hillside setting where the roastery is located. Rather than creating an abstract or stylized environment, the illustrations draw from this real landscape, capturing a quiet and familiar corner of the place. The series consists of three key visuals built on the same composition, each depicting a different moment in time: morning, midday, and night. These shifts in light and atmosphere were intended to correspond with three distinct coffee roasts, translating product differences into a visual narrative.
A small but important detail runs consistently through all three scenes. The presence of the owner and his dog appears in each illustration, subtly reinforcing a sense of routine, companionship, and daily life. This human element anchors the visuals, bringing warmth and relatability to the overall series.
The illustrations were created with the intention of adding a layer of emotional connection to the product packaging. Instead of focusing purely on aesthetics, the work aims to convey a sense of place and personality, reflecting the quieter, more intimate side of the brand.
Although the project was completed at the illustration stage, it was ultimately paused before moving into production due to unforeseen circumstances. Even so, it remains a meaningful exploration of how small, personal details can shape the tone and identity of a visual system.
