Development of the brand positioning, corporate identity, and packaging redesign
ABA Coffee Factory is a unique coffee roasting studio. Aside from selling coffee beans and equipment, the company also pays great attention to the promotion of coffee culture: they consult, train, hold cuppings. The brand's story is based on the personal history of its founder, the roastmaster Murov Akhmedov. To stand out in the overcrowded specialty coffee market, the company has decided to renovate its brand identity. We conducted large-scale research, formulated positioning, and developed a new corporate identity and a new design for two packaging lines. Here, we will tell about our work on espresso blends, and in the next article, you can read about the packaging for filter coffee.
The Four Elements line includes four espresso blends: Fuego (fire), Tierra (earth), Viento (air), Agua (water), and a special blend called The Fifth Element. The metaphor of alchemy forming the basis for the rebranding of this line arises at the junction of the four elements theme, the brand's mission, its image and positioning.
Read the full story of this project on lovemedo website
