At Dia Coffees, we believe every bag of coffee tells a story — and that story isn’t just about the beans inside. It’s about the creative energy behind every design, the local artists who bring our brand to life, and the message it conveys.

One of those artists is Milwaukee-based designer and sign painter, Michael Cerda — the creative force behind our bold Buena Suerte decaf bag. His work encapsulates everything that makes the Dia brand special: handmade quality, cultural roots, creative hustle, and a deep connection to community.

So we sat down with Michael to hear his story — how he got into the creative world, what inspires him, and what it was like collaborating on this project.

From Graffiti to Signs: Michael’s Creative Roots

Born and raised in Milwaukee to immigrant parents from Mexico, Michael grew up surrounded by creativity. “I’ve been drawing since I was a kid — I couldn’t put the pencil down,” he shared. Early on, graffiti caught his eye, but after a run-in with the law, he pivoted toward more legitimate forms of visual art: first airbrushing, then design.

After earning an associate’s degree in design, Michael explored everything from logos to poster art, freelancing while also nurturing a passion for music production. But it was sign painting — inspired by Milwaukee’s historic ghost signs and old-school lettering — that really captured his heart and is where he found his niche.

For the past seven years, Michael has pursued sign painting and design full-time. He describes his creative path as one marked by stubbornness, grit, and an unwavering love for craft: “Once I set my mind on something, I’ll do everything to make sure I do that thing.”

Creating the Buena Suerte Bag

When the team at Dia Coffees approached Michael to collaborate on a new bag design, the goal was clear: create something that felt true to his sign painting style — handmade, bold, and authentic.

“The brief was to capture that hand-drawn, painted vibe,” Michael explained. “I used my Tombow brush pens — they’re my everyday tool — and started doodling. I wanted it to feel like an old grocery store sign or something you’d see hand-painted on a wall.”

The final design — a casual script with brushed texture and simple stars — feels perfectly at home on the shelves and in the hands of our customers. It’s a reflection of Michael’s creative spirit, rooted in tradition but made fresh for today’s coffee connoisseurs.

Working with Dia: Community, Culture & Collaboration

For Michael, working with Dia felt like a natural fit. “It felt really refreshing,” he told us. “They’ve transformed the café space, the branding is fire, and the coffee is great. I live not too far from the café, so seeing it in the community has been really cool.”

That sense of community is a big part of why we love working with local artists like Michael. For him, meeting small business owners, building relationships, and contributing to the visual identity of local spaces is one of the most rewarding parts of what he does.

“There’s a huge responsibility when you’re trusted to paint a sign or design for a business — that first impression really matters,” he said. “Being part of that is an honor.”

Overcoming Challenges & Staying Inspired

Michael’s creative journey hasn’t always been easy. Like any working artist, he’s faced burnout, financial ups and downs, and plenty of hard lessons (he’ll tell you all about learning to operate a scissor lift or his first tax missteps!).

But through it all, he’s kept going — not for the money, but for the love of the craft. “I just love the work,” he said. “And the most important thing is to keep doing it, even when no one’s paying you yet. You have to put in the hours and keep sharpening your skills so you’re ready when opportunity comes.”

His advice to other creatives? Embrace the struggle. “Challenges mold you. They make you sharper, stronger, a better creative and business owner. Don’t let self-doubt stop you — just keep pushing.”

A Design That Travels

Now that Buena Suerte is shipping nationwide, Michael’s artwork is landing in kitchens and cafés far beyond Milwaukee — something that still feels a bit surreal. “It’s pretty amazing,” he admitted. “Sometimes I can’t believe this is what I get to do every day.”

And this is only the beginning. As Dia continues to grow, we’re excited to deepen our relationship with Michael and bring even more of his artistry to life — in new designs, community activations, and more. Stay tuned!

In the meantime, if you’re sipping on Buena Suerte at home, take a moment to appreciate the bold, hand-painted spirit behind the bag. It’s crafted with just as much passion as the coffee inside.