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How
We Reconnected
Coffee Aficionados
With Their Pride
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A Case Study — Packaging Design and Identity Project for "Café Togo".
Role — Creative Director
Agency — AOS Africa
Project typology — Packaging Design
Field — Foods & Beverages
Client — Togo Café
Country — Togo
A Contextual Overview: Proud To Be Togolese
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Many african countries produce coffee. Yet few among them consume it. Togo, a west-african country, is currently on its way to promote local consumption since this will enable producers making high quality coffee, thus, amplifying coffee production and creating more jobs. Plentiful initiatives have risen recently in order to strengthen coffee (and cocoa) production in the country : production equipments renewal, old fields rehabilitations, and so on. Amidst those initiatives is “Togo”, a new coffee brand aimed to connect coffee afficionados and those who are proud of this beautiful country.
Credit Photo — Simon Rawles
Scope of Work
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• Brand Identity
• Packaging Design
• Stationery System
• Collaterals
Credit Photo — Cassandra Camer, Unsplash.
The Challenge
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Togo coffee is the mirror of Togolese pride. Therefore, it has to embody not only the way people enjoy this drink but also a reflection about their culture and history. Therefore, Togo Coffee has to position itself as the coffee of their true identity. This aspect needs be seen through the packaging design and helps the wrap overall sight stand out. Another specificity of the product range is the coffee itself that has to be packaged in tea-bags (for some alternative options), which is unconventional for this kind of product, thus, helps amplify the uniqueness of the brand : it's now possible to consume infused coffee.
Togo Café — Identity moodboard sample
The Solution
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A brand personality scaffolding supported by a simple identity and visual architecture that embody the genuine essence of both the audience and the product itself. The whole thing had to remind about cultural cues of togolese people. The brand strategy had to tap into the cultural realm of Togo in order to yield a strong connection between people and coffee.
Togo Café — Brand attributes
The Identity: A Connoisseur Vibe
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The Packaging: A Connoisseur Vibe
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Togo Café — Packaging Type 1, Pouch pack with coffee bags inside
Togo Café — Packaging Type 2, Doypack with coffee bags inside : Arabusta, Blend and Robusta
Togo Café — Packaging Type 3, Box with capsules inside
Togo Café — Packaging Type 3, Box with capsule inside
Togo Café — Coffee bag to be brewed
Togo Café — Brand Collateral, Simple cups
Togo Café — Salesman delivery kit, Isotherm bag & Cap
Togo Café — Salesman delivery kit, Jersey
Togo Café — Brand Collateral
Togo Café — Brand Collateral, Notebooks
Thank you — Merci
Creative Team
Agency
AOS Africa
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Creative Director
Vilevo Symenouh
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Art Director
William Oupoh
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