Ernesto
De Leonardi

Yellow Rooster was a new specialty coffee importer in the US, with a clear instinct for relationships on both sides of the trade.

The energy was already there. Producers and roasters wanted to work with Yellow Rooster, came back, told others. Nobody had stopped to ask why, or to give it a form.

The starting point was listening. To the team, to coffee roasters, to the producers behind each origin.

If Yellow Rooster was a cultural bridge, every touchpoint had to feel like one.

The team already had a voice on Instagram. The work was giving it a structure that could travel across email and the website.

Coffee roasters who had always trusted Yellow Rooster now had a brand they could point to.

The generic bag that left Yellow Rooster's warehouse was a missed conversation.

Every coffee carries a culture. That was Yellow Rooster's core belief and the packaging contradicted it completely.

The starting point was a question: what does this place carry that the coffee alone can't communicate?

The series took its name from what the research found.

The measure wasn't engagement. It was the conversations the sacks started.

Serie Vol. I had asked what each origin carried.

The challenge was never about making a series.

The research combined structured interviews with something less deliberate.

In Guatemala the research arrived at corn before it arrived at coffee.

In Colombia the research found what violence couldn't reach.

Peru's research started with music, not coffee.

Three sacks, three conversations, one pattern that only became visible at the end.

The idea came from a photograph.

The New Zealand specialty coffee market had settled into a consensus.

The market research kept returning to the same absence: nobody was offering rest.

The chair came first. It went quickly.

The packaging system followed the same logic into product architecture.

Community: Multi-producer lots. Exceptional coffees made by many hands.

Pachamama: Comfort-driven coffees. The creative feminine, the nurturing earth.

Harvest: Clean, precise, fine lots organised by the logic of production.

Experimental: Small-batch, curated, shamanic. The rare and the unexpected.

The packaging became the brand's most consistent point of conversation.

For their fifth anniversary, Daily Daily came to El Descanso looking for a guest roaster.

El Descanso had been built outside the city. Daily Daily was the city.

One observation organised everything. Daily Daily made the city feel slower.

The criterion was simple. Coherent with both brands, owned by neither alone.

Daily Daily's community received something designed for them.

The format was producing the errors. Nobody had looked at the format.

The printed sheet asked too much of the operator. Not in volume, but in interpretation.

Weeks on the floor before a single screen was designed.

The operator starts the shift with a clear order queue.

Early testing has confirmed what the design assumed, the problem was never the operator.