• Add to Collection
  • Tools Used
  • About

    About

    When the customers first approached us, they already had a registered trademark (logo). However, they understood that it was not sufficient to pe… Read More
    When the customers first approached us, they already had a registered trademark (logo). However, they understood that it was not sufficient to perform well in the highly competitive market of coffee beans. Therefore, we decided not to change the logo, but rather to create corporate identity that would help the company stand out among its competitors and go well with the logo on the package. In this project we paid close attention to the competitive environment of this business. In 2016 the interest in coffee was still in the rise, and the number of small enterprises was increasing. It was also important to make sure that the new corporate identity would communicate the character and the main idea of the brand. In order to define the direction of our work, we had a series of talks with our customer that helped us outline the basic functional differences of our brand as compared to its competitors. We also managed to formulate the main message of the brand to be communicated to the final consumers. While analyzing the client’s brief we noticed that the approach to the work of the roasting chamber in 25 Coffee Roasters resembled that of low cost airlines. That gave us an idea to incorporate certain features typical of low-cost planes into the corporate identity of the brand. While we were looking for a new solution to visual identity, we asked ourselves one question. What does coffee mean to us? Inspiration, movement ahead, satisfaction, memories. But sometimes coffee is just coffee per se. These answers helped us create a slogan for the company: “Emotions with a taste of coffee”, which in its turn became the basis of visual identity. The corporate identity of the brand consists of equilateral triangles. They overlap and create a striking emotional composition. Each triangular has its own color and corresponds to certain flavors inherent in a coffee bean. What are the colors of these flavors? There is no unified system, so each customer will have their own associations which they will put to test by tasting the coffee. For each coffee mix and mono sorts we created visual compositions that correspond to the coffee flavors. Combining them into patterns, one can generate seamless textures that might reflect the whole gamut of tastes of 25 Coffee Roasters. Read Less
    Published: