Brief: Creatively re-launch Grand Café coffee to improve engagement with current and new customers. Your challenge is to visually re-think and revitalise the brand, creating designs that will not only communicate what great coffee Grand Café is, but also the good that it does.
Key elements taken from the brief:
'Grand Café promotes the social and economic benefits of certified coffee whilst providing a feel good factor and peace of mind to the customers who buy it.'
'The Grand Café brand performs well amongst its current customers but we’re the first to admit the design doesn’t bring the brand to life as expressively as it could do. We want to make it an iconic visual brand — and that’s where you come in!
Your challenge is to visually re-think and revitalise the brand, creating designs that will not only communicate what great coffee Grand Café is, but also the good that it does.
We want to move Grand Café coffee from being hidden in a cupboard underneath'
'We want to strengthen our messaging around certifications, and focus on the impact they have — so you are also welcome to think about point of sale and show us how your design thinking might come to life in such contexts. That might be great design ideas for a uniform, posters, table talkers, information booklets or something different that no other coffee shop has tried before. Consider what will empower the staff serving our coffee to communicate the stories around the certifications.'
Current branding:
Existing successful coffee branding:
Most existing coffee branding is fairly similar, there is a clear reoccurring theme of the colour brown. When researching there seems to be a lot of logos with crosses (above), coffee beans, mugs and logos in a black, stamp like effect. These are all cliches which need to be avoided in the rebrand as they state they want the branding to be iconic and to stand out on shelves.
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