The E-Stellar Power

As a young child sitting at the back of our family record shop on the Holloway Road in London, I first learned the power of coffee and its strange ability to bring people together. My dad brewed coffee religiously throughout the day, not just for himself but for customers and friends. By Fridays and Saturdays, it became more than just a shop—people gathered, waiting to be served both coffee and music. What started as routine transactions often grew into lasting friendships.

That sense of community—the kind that only coffee seems to inspire. It stuck with me deeply and became part of my upbringing. It’s the same spirit that Alejandra Jaimes, founder of Estellar Coffee, wanted to capture when she first approached us at Would You Even (WYE).

A Brand as Bold as Its Founder

Alejandra’s journey began in finance, but coffee soon became more than just a passion—it became her calling. With deep roots in Colombia and a love for the arts, she saw coffee not just as a product, but as a platform for connection, creativity, and community. Alejandra wanted her brand to reflect these values, and she came to us with the desire to build something special, something vibrant. But she needed help expressing the full extent of her heritage and vision.

This is where WYE came in. We partnered with Alejandra to bring her story to life, crafting a brand that celebrates her Colombian roots, her love for artists like Doris Salcedo and Fernando Botero, and her admiration for design movements like the Bauhaus. The challenge was to create something bold yet elegant, steering clear of trends seen in Europe, Japan, and the U.S., while staying true to her identity.

"5 by Estellar": The Art of Connection

Our collaboration didn’t stop at coffee packaging. We worked closely with Alejandra to develop the "5 by Estellar" social club—a sensory experience built around the five senses. The concept was simple but fitting: each sense plays an independent role, but together they create something greater. This idea of merging individual elements into a collective reflects both the essence of the brand and the connection Estellar aims to build within its community.

From great flavor to curated sounds and immersive textures, each event within the social club becomes an expression of the brand’s identity. Even though I haven’t been able to attend any events in person yet (all hosted in LA), the feedback and imagery suggest that every gathering feels like a sensory celebration, an extension of Alejandra’s vision for the brand.

From Farms to Friends: True Fair Trade in Action

Unlike major brands that use sustainability as a marketing tool, Alejandra’s approach to fair trade is personal. She visits each farm and roaster herself, building genuine relationships with the people behind the beans. These individuals aren’t just service providers. They’re part of the Estellar team, contributing to the product and the brand at every level.

This hands-on approach mirrors brands like Everlane in its transparency. It’s not just about offering fair prices but ensuring the well-being of the communities involved. Alejandra doesn’t believe in cutting corners to compete on price. Instead, Estellar offers something for every coffee lover, with visibility into every step of the process. Her goal is to ensure that every sip reflects the passion, care, and artistry that went into producing it.

A Counterpoint to Industry Sameness

In an industry increasingly dominated by sameness, Estellar stands out. Many large brands have lost their way, becoming focused on convenience and profit, with little regard for the communities and cultures that make coffee special. Alejandra’s work is a bold counterpoint to this trend. Through Estellar, she’s reminding us that coffee is more than just a beverage—it’s a chance to create space for community, independence, and connection.

Our role at WYE has been to support this vision every step of the way. From the brand’s visual identity to the creative direction of the social club, we’ve helped Alejandra craft a brand that’s not only rooted in heritage but also forward-thinking. Every element—from the design to the storytelling—is intended to feel almost like a work of art, with subtle nods to the coffee industry but never constrained by it.

The Journey Continues

At Estellar, every sip is an invitation to experience something more extraordinary. It’s a journey from the farms in Colombia to the streets of LA, from personal passion to communal connection. For me, working on this project has been a reminder of coffee’s power to connect us, not just through flavor, but through shared experiences, creativity, and care.

And the journey is just beginning. With every new batch, every event, and every conversation sparked over a cup of Estellar Coffee, we’re building something meaningful together.