Eat. Brand. Love. - the project set on my University course. The brief allowed us to choose one food and drink sector that we loved, find a gap in the market, brand it and produce a series of outcomes that would illustrate the aesthetics of the idea.
CONCEPTION A keen lover of coffee, I decided to investigate and see if there was room for one more brand to enter the crowded market. It seems, there is. A mixture of desk and field research showed that there are too many small coffee shops focusing their efforts on trying to be like the big brands (Caffe Nero, Starbucks, Pret, Costa, etc). As these coffee businesses have grown, it was apparanent that coffee quality had been compromised on the journey to worldwide domination.
IDEA In order to develop my idea, I first had to describe what I felt was needed and that was this - a coffee brand that cared about the quality of what it produces as well as how it delivers it. The Institute of Coffee was born. It would be a brand aimed at the coffee lovers, as well as the ones who wanted to try something new. With the unique selling point being 'research-led coffee', where the baristas ('researchers') go to foreign countries to see how they brew their 'perfect cup' and then bring it back to the UK. A colour code system of different shades of purple identified the depth of the roast, to attract different types of coffee drinkers to one place.
The brands mission statement. This helped conceive the idea of 'Institute of Coffee'.
Initial Typeset 'Institute of Coffee' in a strong, bold sans-serif font. Arranged vertically to be able to fit onto coffee cups and read 'straight on'.
'4 Shades of Coffee' system. Each colour represents a different strength of coffee. These would be made into stickers and placed on the side of the coffee cup. Purple was chosen as it had connotations to established brands such as Liberty's, who trade in niche markets aimed at people who are interested in the aesthetics something can bring.
