Juan Valdez: As the moon, we’re always here.

The holy month of Ramadan is one of the Five Pillars of Islam, and it’s celebrated by Mulslims worldwide. A period filled with reflection, prayer and gathering, this month is the remembrance of Muhammad’s first revelation. Ramadan is a month of day-long fasting, with the exception of two daily meals called Suhoor (before dawn) and Iftar (after sunset).
Juan Valdez wanted to create a campaign that sent a powerful message to Muslims, centered around the company and presence of the brand, even when consumption might be reduced due to the fast. But how to show it?
We found a graphic element that represents the absence of coffee, our main product, and the Islamic lunar calendar. A coffee stain, the spot that every absent cup of coffee might leave on a surface, evolves as the month goes by, showing the different moon phases that occur, starting from the crescent moon (the Hilal that marks the beginning of each month) until the next.
Our message was simple: “As the moon, we’re always here”. This is a message that shows the brand’s permanence in Muslim countries and the company it wants to be for Muslim consumers everywhere.