Débrouillard brand identity
I was contracted by Débrouillard to design an assertive and bold brand identity and website, as well as to provide creative direction for digital content and merchandise.
Débrouillard is an aspirational lifestyle brand that sells a signature custom coffee blend, Système D, among other branded products. However, Débrouillard is much more than just a company — it’s a way of existing in the world.
Who did Anthony Bourdain rely on in his restaurant kitchen, the WW1 French infantryman want with him in the trenches, and the father of the modern Olympic Games view as a truly complete athlete? A débrouillard, whose image has remained dynamic, yet celebrated as a model of versatility. The French term débrouillard, utilized as both a noun and an adjective, translates into English most directly as “resourceful.” Simply put, a débrouillard is a person who gets things done.
Débrouillard website
The Débrouillard website has a distinct voice and includes historic anecdotes, inspirational content, and striking visuals to make the concept relatable, relevant, and compelling.
The foundation of the Débrouillard and Système D logos is the sans-serif typeface Caractères, iconic for its use on road signs in France.
Système D coffee
Système D is Débrouillard’s custom coffee blend, consisting primarily of East African beans, roasted to power a productive day. Débrouillard partners with Cento Coffee in San Francisco to fulfill orders.
Système D’s core value: Think quickly, adapt, improvise – get the job done.
Système D cafe
In 2023, Débrouillard took their partnership with Cento Coffee to a new level, opening the Système D cafe in San Francisco. Système D captures not just the spirit of how Cento Coffee has operated for the past 15 years, but also it’s clever and unconventional clientele.
The cafe is located in the first floor of San Francisco’s historic Hallidie Building, home to the Center for Architecture + Design.
