Cafe Soul Visual Identity and Brand Design by Mateus Matos Montenegro |
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| DESIGN NAME: Cafe Soul PRIMARY FUNCTION: Visual Identity and Brand Design INSPIRATION: Soul coffee was created aiming a lighter, younger and more inclusive language. The concept is based on carpe diem, living well, living in harmony and, at the same time, not taking life too seriously. It makes us feel good in every way, from the smells to the tasting, feeling the flavor and being enveloped by its properties, a unique and FUN experience of well-being after having a cup. A democratic quality coffee. Soul is in the essence of each one. It is at the heart of pluralism and diversity. Soul is in the essence of coffee, IT IS COFFEE WITH SOUL. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Cafe Soul brand was born from the need of Cafe Tunico, a family brand, on a farm managed by the 7 children of Mr. Tunico, to have 100 percent Arabica coffee that is even more popular and accessible, yet in a very competitive market share. So there was a need for Cafe Soul to stand out, breaking the barriers of the popular, while maintaining the same quality of its tradition and work. This is how Cafe Soul came about, a coffee for all, for workers and lovers of good handcraft coffee, of the highest quality and at an affordable price to all social classes. OPERATION / FLOW / INTERACTION: The elements of the logo transform and interact, creating an unlimited number of faces and textures, bringing the whole concept of the brand of its youth and lightness, setting it apart from all its competitors. A design for everyone, a concept of diversity and representativeness. A coffee for everyone and every occasion. Fresh, Fun, Light and Young. PROJECT DURATION AND LOCATION: The project started in January 2021 in Minas Gerais, Brazil, and finished in January 2022. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: For the packaging, it was used a four-color print process with 4 specific pantones colors, PANTONE 7667 C, PANTONE 2577 C, PANTONE 2756 C and PANTONE 2597 C, in an aluminum structured package. SPECIFICATIONS / TECHNICAL PROPERTIES: The packaging materials are still under development, looking for the possibility of producing with recycled plastics and taking care to bring the same brand experience. TAGS: Coffee, soul, cafe tunico, tunico, budget, handcraft, handmade, premium RESEARCH ABSTRACT: From a marketing survey among consumers of budget coffee brands, we saw an empty space for high quality coffees at an affordable price for everyone. In the survey, we also concluded a failure to communicate with younger consumers entering the job market. A community that values quality at a fair, inclusive and light price. Within those two premises, Cafe Soul was developed to reach everyone in this new and ever evolving society. A pre-marketing was carried out before launching on the market, which takes place in the second half of 2022. With that, it is already well accepted wherever it is presented. CHALLENGE: The big creative challenge was to develop a brand for a new market, one with 100% Arabica coffee at affordable prices, and trying to reach younger and new generations. All that and competing with cheap brands and their saturated market. Based on the inspiration, the design is a changing, young, modern visual pattern that adapts to different shapes and elements. A design that is not unique, but that plural with Joy, Plurarity, the Soul, and an element that referred to its umbrella brand, Cafe Tunico, the number 7 of the seven children of Mr. Tunico, who plant and produce as a family. ADDED DATE: 2021-02-02 15:35:38 TEAM MEMBERS (2) : Designer: Mateus Matos Montenegro and Copywriter: Ricardo Montenegro Pessanha IMAGE CREDITS: Mateus Matos Montenegro, 2021. |
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NAME: Cafe Tunico PROFILE: Cafe Tunico combines the passion for coffee with family tradition. 100 years ago, Mr. Tunicos grandparents planted the first coffee seeds, and started the tradition that has spread through the generations, with a coffee culture that today serves many other families. Even with a century of production, it was only a year ago that the family came together and decided to create their own brand, with their own concept, and their identity. Mr. Tunico and his seven children then gave rise to Cafe Tunico, as it is sold today, which in a short time has promising numbers, and is increasingly gaining its space in the market. All this delivery by Mr. Tunico and his seven children gave rise to his own brand, created a year ago, but which has already been working. In a short time, Cafe Tunico presents promising sales figures, and increasingly conquering its space in the market. The main characteristics presented and defended by the brand are the translation of the values of its creators, who seek to produce and deliver to Brazilians, a 100% pure coffee handcrafted with care in each process, as it has always been. A centuries-old tradition, which is the North of all production, and which proudly accompanies each of the members of this story. Thus, the brand positions itself, as a traditional, handcraft and high quality coffee, made in the family, and for families. |
| AWARD DETAILS | |
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Cafe Soul Visual Identity and Brand Design by Mateus Matos Montenegro is Winner in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Mateus Matos Montenegro. · Click here to register inorder to view the profile and other works by Mateus Matos Montenegro. |
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