Cap Tjangkir is a traditional robusta coffee brand since 1949. Processed using traditional and classic methods, resulting in extraordinary, timeless robusta coffee. Specially formulated with selected Robusta as the main ingredient, fried to an exceptional level of maturity, finely ground with a stone grinder, and produces outstanding coffee, has an alluring mocha/caramel aroma.
Project: Cap Tjangkir I Services: Branding, Marketing
Year: 2024 I Tools: Adobe illustrator, Adobe Photoshop
Project Objectives
Develop a visual identity that distinguishes "Cap Tjangkir" from competitors, encompassing branding elements, packaging, and promotional materials that resonate with the brand's identity and attract a diverse customer base.
Deliverables
Color Palette, Logo Variations, Pouch Design, Paperbag, Cup Design, Store Signage and Social Media
Color Palette
I chose these colors because they combine lively and inviting color palette that aligns with the brand's personality.
Logo Ideation
Cap represents a stamp or print, and Tjangkir means a mug. The idea is to combine both elements of a stamp or print, a mug, and the initial "C."
Logo Variations
Having logo variations is essential for a company for several reasons: adaptability, brand consistency, versatility, and visual hierarchy.
Pouch design
For the pouch, I decided to use color to differentiate their specialty, such as using indigo-dyed blue packaging for the cold robusta, engineering orange-red packaging for the hot robusta, and ochre brown packaging for the classic.
Every design shares information about the app rewards, details about the robusta beans, social media, and the company's website.
Below are the open pouch details for the reverse side, with the plantation as the background graphic, a short story about Cap Tjangkir's history, a Nutritional Fact, and the barcode used for retail purposes.
Paperbag and Coffee Cup Design
The cup's concept is simple and straightforward. It has a logo in the middle, a logomark as the background, and color as well. The paper design shows the plantation and the logo on the bottom, and there is a logomark sticker to seal the paper.
Store
The store is small. The vibe we are trying to portray is a small yet homey coffee shop. The interior, using wood and ceramic, tries to convince the traditional look, applying the color from the branding to ensure consistency. As for today's special, we use the red color to highlight it and also to catch the customer's attention. The QR code is present as well for new customers to take a look at our menu.
Social Media
Thank you
