OBJECTIVE
As the beverage industry growth, especially coffee, as well as social media as part of today’s society, it makes it easier for business owners to create brands and products to market. However, the increasing number of brands and packages circulating will confuse the public about the right choice of coffee for them. This is the challenge for business owners in the social media era.
In the coffee industry, especially cold brew, one of the biggest challenges is how to make a brand easily recognizable, especially on social media, considering that social media is one of the main channels in the customer’s buying journey.
BE DIFFERENT, SIMPLE OR ELSE.
The number of brands that are born every day makes the competition more complicated and generic. We know going generic is an easy way to kill a brand. Therefore, a bold strategy is needed to stand out and get noticed in the market. Simple and easy to identified.
NAME AS A STRATEGY.
Designs can be outdated, but names are not. We take the brand name COTD from the phrase Coffee Of The Day (COTD), a name that is short, bold, simple and cool. This name is relevant to cold brew products that can be taken anywhere and enjoyed at any time. Yes, we want COTD to be part of people’s lives. Brand is not only applied to beverage products, but also to what we wear everyday, t-shirts, hats, etc. We want the brand to be a lifestyle of which drinking cold brew coffee is a part.
Since the brand name is one of the key strategies in design, we chose the wordmark for the COTD logo, where the logotype should be simple, clear, bold, solid and dynamic. Design energy will be maximized with color combinations in the can design. A simple and clean layout will make the design more focused and lively.
