Development of positioning and corporate identity for the ABA CoffeeFactory Roasting Studio
ABA Coffee Factory sells coffee beans and equipment for coffee
preparation, gives consultations, training, holds cuppings. In 2020, the
market got oversaturated, so the brand needed to re-establish itself. We
conducted large-scale research for the company, developed positioning
and a new corporate identity. This post provides a story of work on filter
coffee packaging.
The common idea behind the branding of the two lines was to portray
coffee as a force that the roaster — or the barista — managed to harness
into a great beverage. In the line of espresso mixtures, the key symbols
are four natural elements: air, fire, earth, and water. A filter is a more
complex roast for alternative types of coffee. Less manageable, less
predictable. It is practically a primal, animalistic energy that can be
compared to a wild mustang.
