Caféine Pushers is a new player on Québec’s roasted and packaged coffee scene. One of the core communication challenges was to forge an identity beyond the established market boundaries. In doing so, Caféine Pushers has transformed the coffee aficionado’s daily fix into a transcendent ritual, thus making possible a universe where anything goes.
The logo stands out with its distinctive design and its edgy, almost provocative allure. The colour red suggests the excitement and sense of urgency associated with the consumption of this liquid drug. The symbol of the eye with a dilated pupil and the name CAFÉINE PUSHERS in all-caps are positioned close to one another – “hooked,” as it were. This visual codependence echoes coffee’s hypnotic hold on our lives, further reinforced by the tagline “The liquid drug that makes you shine,” created to convey the nature of this highly addictive psychoactive substance.
The brand experience extends to the packaging. As an accompaniment to daily consumption, each coffee blend is paired with a Spotify playlist concocted by Caféine Pushers. The code on the label gives the consumer access to different musical worlds with which to attain nirvana.
This project has been recognized for its bold and edgy design by an international jury at the Grands Prix du Design 14th Edition contest.
Grands Prix International Winner in two categories: Brand Image Creation and Logo Design.
Client: Caféine Pushers
Agency: Cabana Séguin inc.
Account Direction: Mylène Duguay
Art Direction & Design: Mélody Corbin
Graphic Artist: Stéphane Geoffrion
3D modelling: Sandrine Henkinbrant
Photo retouching: Stéphane St-Denis
Print production: Marc Dufresne
Mural: David Desharnais (aka Monk-E)