Photographer Jonathon Chi brought his style and storytelling to the launch campaign of Bruma Coffee. The collaboration was born from a personal connection with owners Adem and Aaron, whose vision for the brand was sparked by their travels through Costa Rica. Their goal was to translate the vibrant, sensory experience of fresh-roasted Costa Rican coffee into the local culture of Kentucky.
Working on a brand launch offered Jonathon a rare level of creative freedom. As Jonathon states, “I could take the owner’s story and use it to inspire and dictate the mood and feel of the brand moving forward without any pre-existing visual barriers.”
Without the constraints, he was able to use the owners’ origin story as a foundational blueprint for the project’s visual direction. By focusing on the narrative journey from the tropics to the Bluegrass State, Jonathon crafted a library of warm, inviting imagery that establishes a sophisticated and grounded mood for the newcomer brand.
See more images from the campaign below. For more of Jonathon’s work, visit his Workbook portfolio.
