“Keep everything clean, not being poor. Be modern, but not as a part of the mainstream. Use typography, in a distinctive way.” Easy!
The products where to be addressed in Greece and abroad, at the same time. Locally: should be recognizable at first sight, as part of the mother-brand. Internationally: should be self-reliant, not based upon the security of the parent.
We based the packaging format upon coffee’s liquid nature, designing the tagline as to communicate that particular status. To achieve this we developed a typographic system and we adapted on every visual branding application, starting with the 250g coffee packages. The outcome originates an illusion: coffee flows on the surface of a typographic motif, which forms and embraces the word “LOVE”.
The brand is moving forward to a new era, preserving its core value: love to coffee!