Cafétio

•

Coffee has been the most consumed beverage in the world. However, each country has its own unique way of blending coffee based on the characteristics and tastes of the beans. Some of the most popular coffee drinks throughout the world would be Espresso, Cappuccino, Latte and so on.

Cafétio is a brand that sells the aforementioned coffee blends in the packaged form. Cafétio instant coffee is manufactured with excellent Robusta coffee beans from Vietnam's lush highlands, using Eastern brewing techniques and top European technology, together offering users an explosion of tastes much like a bartender.

Cafétio’s brand identity design emphasizes the importance of precise ingredient proportion while being able to demonstrate various types of coffee. Hence, the brand name was established in the same spirit, which is the combination of the words "cafe" and "ratio". The logo is the letter "o" in the brand name with a dividing line in the middle to illustrate the ratio division as well as a symbol of the Robusta coffee beans (the type of beans that have a more rounded shape and a straight groove in the middle)

The illustration in the body of the package with the ingredient color labels below depicts the proportion of each ingredient required to make the coffee blend. The illustration uses different sizes and colors of circles integrating altogether to represent the percentage of each ingredient contained in the entire package. This type of visual presentation assists buyers in fast making decisions for which coffee blends would offer them the best proportion of ingredients. For example, a person who does not want to drink coffee with much espresso, will prefer the coffee package with the small dark brown circles. This way of presenting the proportion ratio also strictly adheres to the idea of appreciating the necessity of precise ingredient proportion in order to make informative packaging for various types of coffee.

It was critical for us to find the right balance in the layout between showing the Cafétio's visual identity and the product features for an online coffee shop. The site has several photographs that employ coloring as the branding idea, allowing us to build a visual rhythm and demonstrate the brand's personality. Moreover, we used the familiar sliding "Premium picks" approach to generate a very dense distribution of items on the main page.

We also considered that the majority of visitors will access the site through phone; therefore we employed large UI components and typeface to the design.