Siyo

From Brand Chaos to Cultural Cohesion

Year
2025

Client
Siyo

Service:
Brand Strategy | Visual Identity Refresh | Package Design

Art work provided by Cherokee TERO certified artist: Monique Ortman

A 1-pound bag of Peacemaker Coffee from Chiapas, Mexico, featuring a black and white illustration of a bird with an elongated beak, surrounded by scattered coffee beans on a surface. The packaging indicates the coffee is dark roast, 100% real coffee, and veteran owned, GMO chocolate, and proudly made in Oklahoma.

About the Client

SIYO Coffee & Cacao is a high-quality, high-value brand rooted in tribal tradition and Cherokee artistry.

But before working with Nuevo, their brand didn’t reflect that depth.

They were facing an identity crisis. Their visual presence didn’t match the caliber of their offerings; leading to customer confusion.

As they described it:

“We had a high-value, quality product that had its bathrobe and fuzzy slippers on, looking for Bud Light at the gas station.”

The Challenge

After multiple attempts to build a brand that truly reflected who they were, SIYO was left disappointed by agencies and freelancers who either imposed their own style or didn’t consider functionality. One firm gave them polished, modern options that didn’t align with their real-world packaging needs. Another delivered a half-baked website for a premium price. They were ready for someone who would actually listen — and get them.

A grant opened the door to finally invest in the brand work they knew they needed. It was time to bring clarity and cohesion to a business bursting with personality, story, and flavor.

A black coffee bag with a label featuring an illustration of a bird of prey and the text 'Civil Discourse' on a pink background, set against a plain background with black and white bird illustrations on either side.
A label for Parliamentary whiskey bottle featuring an illustration of a cat's face and wing, with green and black design elements, including text about whiskey flavor notes and origin in Chiapas, Mexico.
Packaging for coffee called Objectivity, certified by Cherokee Nation, labeled as medium roast, from Colombia. Includes tasting notes of tangerine, toasted almond, and dark chocolate. Features a graphic black and white illustration of an eagle.

The Process & Solution

From the start, SIYO felt Nuevo approached their project with care, integrity, and structure. What stood out most was how Nuevo embraced their identity, not imposed one.

The process had clear deliverables, was grounded in real-world application, and honored the spirit of their business; especially the work of their Cherokee artist.

The final brand system gave SIYO an easy-to-use toolkit with serious yet cheeky elements, tribal elegance, and a strong, intentional plan for how to show up in the world. As they put it, “A plan with a cohesive intent. The packaging is ‘us.’”

The Impact

Since rolling out the new designs — including their coffee packaging and holiday chocolate boxes — the results have been immediate and affirming. Not only are the products flying off the shelves, but customers now understand the value. The pricing is no longer questioned. There’s alignment between what SIYO offers and how they show up.

Beyond aesthetics, the internal experience shifted too. It’s easier to adapt new designs, easier to scale offerings, and easier to feel confident in their brand.

Two paper bags, one green and one pink, each containing a baked pastry with a raisin on top. The bags have a logo of a stylized rooster and the phrase "Poor Decisions baked in house daily." The green bag has a pink circular sticker, and the pink bag has a green circular sticker. The bags are placed on a brown surface.
Multiple logo designs for SIYO Coffee Cacao, featuring a stylized bird with a star in the eye, in various colors and styles.
Label for dark roast coffee beans from Colombia featuring a cat holding a slice of toast, with text indicating certification as Cherokee Nation Tero Certified and veteran owned, and slogans about no true Scotsman and decaffeinated coffee, along with tasting notes of buttered toffee, caramel, and sweet.
Packaging for Cherokee Nation Tero Certified Dark Roast Guatemala coffee, featuring an illustration of a heron or crane and botanical elements, with tasting notes of juicy fruit, chocolate, and toasted nut.
Coffee product packaging of Slippery Slope Sumatra dark roast coffee with a black and white illustration of a bird on the front, set against a brown background, with roasted coffee beans scattered in front.
Chocolate bar with a label that reads 'Truth and Validity, Cahon, Guatemala, Cherokee Nation Tero Certified, Veteran Owned, 75% Cacao, brown sugar,' and an illustration of a mouse. The background is split with a pastel teal on the left and beige on the right, with pink text on the right stating 'Too Wild to Mass Produce' and an illustration of a mouse at the bottom.
Pattern with the words 'HELLO' and exclamation marks, circular icons of a football and a star, and a brown number six on a light green background.

“Nuevo CARES.
They honored our identity, our needs, and our pain points with compassion and integrity.”

— Maura Baker