re:considered 4:

Cafe Bustelo:

Cafe Bustelo is the classic bodega coffee found throughout New York City in corner markets and the city's grocery chains. Founded in the 1930's, Bustelo was originally sold regionally, today the brand has wide distribution in the US and beyond.

Despite the explosion of coffee "awareness" brought on by Starbucks, very little change has been made to the bright yellow Bustelo can over the past 50 years.

We were inspired to rethink the brand via packaging, with an eye towards retaining the art deco sense of the label while updating its overall shelf presence.


We're passionate about design. We are especially passionate about the strategic aspects unique to the redesign for an established brand. Established brands have loyal consumers, familiar brand assets and generally brand perceptions that will be linked to any new design. Every redesign assignment must seek the balance between maintaining a familiar thread with the existing consumer while finding a new relevance to attract the potential new customers. The self-initiated  work below is part of our ongoing interest in the evolution of consumer brands and branding.