Published by Dia Café

When Brazilian calligrapher and letterform artist Jackson Alves first created the custom design for Mucho Macho, Dia Café’s boldest roast, he never expected it to turn into anything more than a one-off collaboration. “I got the brief, I sent the final file, and that was it,” he says. “I loved the concept, but I had no idea it would come full circle like this.”

Fast forward two years, and Jackson is standing in a Phoenix studio with a steaming cup of Mucho Macho in hand, surrounded by cameras and a creative crew documenting his story. What started as ink on a bag is now part of a larger project to spotlight Latin artists who’ve helped shape the culture and creativity behind Dia Café.

But while Jackson’s lettering is razor sharp, his approach to creativity is refreshingly human. Like any artist, he faces blocks. He gets stuck. He doubts. And yet, he finds his way back to the page — over and over again.

Why Phoenix?

“Coming here felt important,” Jackson said, taking it all in inside the Dia shoot location. “To not just make the art, but to share the story. To connect with the people behind it.”

That’s what the Dia Café brand is all about — celebrating culture not just in flavor, but in people. Bringing Jackson to Phoenix wasn’t a stunt. It was a reunion. A chance to sit down, drink good coffee, and talk about what really drives creativity forward.

And what we learned? It’s not just talent that keeps Jackson going. It's the mindset. Routine. And a lot of caffeine.

Breaking Through the Block

One of the first questions we asked: What do you do when you hit a wall creatively?

Jackson didn’t hesitate.

“I go back to basics. I start drawing even if I don’t feel like it. I move my hand before I move my mind.”

But he also acknowledges that some blocks are deeper. They come from burnout, doubt, or just plain exhaustion.

“When that happens, I step away. I spend time with my family. I drink coffee. I take a walk. I remember why I started.”

He’s not romantic about inspiration. He doesn’t wait for it. He works through it. And that’s the difference between hobby and career, between a creative streak and a creative life.

“You have to be persistent,” he says. “Even when the work feels slow or uncertain. You don’t wait for flow — you build it.”

The Role of Coffee in Creativity

Ask Jackson what role coffee plays in his creative life, and he lights up.

“Coffee is part of my routine. It’s part of my focus,” he says. “Sometimes it’s the thing that helps me transition from everyday life into creative space.”

For Jackson, the act of brewing coffee is a signal — a ritual that says, Now it’s time to make something.

In his studio, a good cup of coffee sits beside his sketchpad like a co-pilot. It’s not just about the caffeine. It’s about the energy, the comfort, and the pause it provides.

“Sometimes I’ll just sit with a cup, look at my tools, and let the ideas come slowly,” he says. “It’s a way to clear the noise.”

He even joked during the shoot, “Maybe I need a ‘Lettered by Caffeine’ mug.”

(We’re working on it, Jackson.)

From Brazil to Bold Moves

Although Jackson prefers not to dwell too much on backstory, his journey from a small town in Brazil to a respected global artist is nothing short of incredible. He faced language barriers, financial limitations, and self-doubt — but never used them as an excuse.

Instead, he used them as fuel.

“I didn’t know English at first, but I needed it to talk with clients. So I learned,” he says. “Step by step, you build.”

Now based in the U.S. with his family, Jackson continues to create full-time. He also raises two daughters — both budding illustrators — who know exactly how hard their dad worked to get here.

“I tell them, ‘You can do anything you want. But you have to believe. And you have to keep going.’”

Family, Fulfillment, and Flow

Ask Jackson what really fills his cup — and it’s not fame or financial success. It’s his family.

“Providing for my daughters, showing them what’s possible, that’s the most rewarding thing,” he says. “They know my story. They’ve seen the hard parts.”

His voice softens a bit when talking about them — but his energy stays just as clear. To Jackson, being an artist is inseparable from being a parent, a role model, and a human being navigating life’s real-world messiness.

“Sometimes people think success means everything is easy,” he says. “But no — I still face creative blocks. I still get nervous before big projects. I still wonder if I’m good enough. But I do it anyway.”

That “do it anyway” mindset is what separates Jackson from the crowd. It’s what brought him to Phoenix. It’s what brought him to Dia.

The Full Circle Moment

Reflecting on his initial Mucho Macho design, Jackson smiles.

“I created the label and thought it was done. But Dia reached out again — to not just use my work, but to tell the story behind it. That meant a lot.”

He sees the Dia mission — of lifting up Latin creators and sharing culture through coffee — as something truly unique in a space that often lacks authenticity.

“It’s not just a brand,” he says. “It’s a movement. And I’m proud to be part of it.”

By the time the cameras stopped rolling, Jackson had re-inked sketches, filmed multiple versions of “Seize the Día” in both English and Portuguese, and shared hours of insight on what it means to live a creative life.

It wasn’t about hype. It wasn’t performative. It was real.

Final Thoughts: Keep Showing Up

Jackson Alves didn’t come to Phoenix to sell a product. He came to share a truth:

“You don’t have to be the best. You just have to be consistent. If you believe in yourself, and you keep showing up — even through the blocks, the quiet moments, the doubt — you’ll find your way.”

At Dia Café, that’s the energy we live for. Real artists. Real hustle. Real stories brewed with flavor and fire.

So next time you pour a cup of Mucho Macho or sketch your first letter on a blank page, remember this:

Inspiration doesn’t come from waiting. It comes from doing.

And maybe, just maybe, from a little coffee, too.

Seize the Día.