Débrouillard | Creative Director & Brand Designer

Débrouillard brand identity

Débrouillard [dey-broo-yar], meaning 'resourceful' in French, is an aspirational lifestyle brand that celebrates creative ingenuity. They offer a signature custom coffee blend, among other branded apparel and products. Their goal is to inspire others to utilize Système D (resourceful improvisation) to live a more resolute life.

I was contracted by Débrouillard to create a bold and assertive brand identity and website, as well as to provide visual direction for digital content and branded products. Who did Anthony Bourdain rely on in his restaurant kitchen and the WW1 French infantryman want with him in the trenches? A débrouillard. Simply put, a débrouillard gets things done.

The Débrouillard look

The backbone of the Débrouillard brand is the sans-serif typeface family Caractères, iconic for its use on road signs throughout France. Its variants are used for the Débrouillard and Système D logos, and as display text on web and digital content.

The Débrouillard website has a distinct voice and includes historical anecdotes, contemporary references, inspirational content, and striking visuals to make the strong concept relatable, relevant, and compelling.

Débrouillard isn’t just a company — it’s a way of existing in the world.

Système D coffee

Système D is Débrouillard’s custom coffee blend, produced in partnership with Cento Coffee, and consisting primarily of East African beans. It’s roasted to power a productive day.

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.

To quote one Yelp reviewer, “If you were a fan of OG Blue Bottle before they sold out or if you just love a great cup of coffee, check this spot out and you won't be disappointed.”