Brand Identity: Ecobean
Ecobean is a brand of shade-grown, organic coffee that I created for this project. What sets this coffee apart from others is that instead of using mass-production methods where fertile rainforest is wiped out and replaced with rows of plantation-style coffee farms, Ecobean works with nature and actually helps plants and animals. Using shade-grown methods (planting on the edge of the rainforest canopy in the shade) the coffee plants grow alongside the rainforest and provide shelter for migratory birds. This method is a little slower, organic, and produces richer-flavored coffee beans. I would sell this product in stores like Fresh Market, alongside other shade-grown brands such as Larry's Beans, from Raleigh NC. A standard sized bag of coffee beans (or for Ecobean, a can rather) would cost about $10-$12.
Here is the logo in color and black & white, and following will be magazine ads, packaging, then the website.
The logo represents a coffee bean. The top half of the bean is a bird shape, and the bottom half is a leaf, symbolizing the brand's foundation in rainforest-friendly farming and habitat protection for migratory birds. The typography style for "eco" is actually shadows of the letters, rather than the letters themselves. I chose this shadowed typographical style to reflect Ecobean's basis in shade-grown methods.
Magazine Advertisements
I designed the following two magazine ads for Ecobean to be featured in Audubon Magazine. I chose Audubon after researching the demographics of subscribers and deciding to target this audience as potential consumers of shade-grown coffee.
Ecobean Package Design
First, a can of coffee:
First, a can of coffee:
Next, the design for a second Ecobean product, shade-grown chocolate. Unfortunately the packaging got a little wrinkled before I took these pictures.
The last package is for an Ecobean coffee mug.
Ecobean Website
The Homepage.
The bird protection page explains the connection between migratory birds and coffee production, and lists some species of birds that migrate between Ecobean coffee farms in South America and our backyards in North America.
Finally, the shade-grown page explains what shade-grown coffee is and then lists the benefits of this type of farming method.
That completes the branding and identity of my fictional shade-grown coffee company, Ecobean.
