The mark consists of The Chechere Coffee brand and logo are composed of two words: "chechere," which means "thing" or "object," and is a word from traditional Colombian culture, accompanied by the word "coffee." Coffee is a beverage prepared by infusing roasted and ground coffee beans. The word "coffee" appears below the word "chechere" and begins below the letter "H." The word "chechere" also has a line below each letter "E," or rather, it is above a line. There are three lines in total below the three E's. The Chechere Coffee brand begins with two coffee plant leaves, which emerge from two coffee plant seeds.