Benin Marca, Identitat Visual by Anja Zambelli Colak

Benin Marca, Identitat Visual by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 A' Design Award de Ferro in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

FerroGràfic· 2021

Benin Marca, Identitat Visual

by Anja Zambelli Colak

Client: Zambelli Brand Design

A' Design Award de Ferro Winner in Gràfic Category

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Verified Award Winner
Verify Award Status for #120478

View at A' Design Award Press Release Award Badge

Colors

The Design

About Benin Marca, Identitat Visual

Benin és una identitat de marca creada per a una empresa cafetera familiar amb més de 30 anys d'experiència. La identitat dona suport a l'expansió del negoci de cafeteries cap a un model de franquícia. Una icona d'un querubí somrient serveix com a símbol central, fent referència al Renaixement i a Itàlia, la terra d'origen del cafè premium. Els tons rosa viu, blau, groc i vermell, juntament amb una textura de núvols angelicals, aporten un estat d'ànim alegre. Els gots per emportar i les bosses de paper s'imprimeixen sobre paper natural amb offset CMYK, mentre que les llaunes metàl·liques preserven la qualitat del cafè.

The Recognition

About the A' Design Award de Ferro

Benin Marca, Identitat Visual és un guanyador del guardó A' Design Award de Ferro, un reconeixement prestigiós concedit a bons dissenys que compleixen els requisits professionals i industrials esperats de creacions ben dissenyades. Els guanyadors de Ferro demostren una gran habilitat, una alta especialització, una comprensió experta i la capacitat creativa dels seus creadors. Es preveu que Benin Marca, Identitat Visual sigui una creació molt apreciada, admirada i estimada que és pràctica i innovadora. Aquest disseny guanyador del guardó A' Design Award de Ferro integra les millors pràctiques del sector i té característiques tècniques competents lligades al coneixement i al talent. Benin Marca, Identitat Visual és respectat per la seva minuciositat i està pensat per oferir millores en la qualitat de vida que ajuden a fer del món un lloc millor.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Benin is a family-run company offering different coffee services for over 30 years, with new plans that turn their coffee shop business into a franchise model. This lively family loves music and sharing happy moments, and they developed a warm and cheerful customer approach. The new brand wanted to transmit that energy into their franchise with the visual identity that tells a story of happiness, passion, and feel-good. Through Cherub’s loving, smiling face and brand’s bright colors, every customer can get a sense of Benin’s unique values.
Dimensions & Packaging: Paper bag: 32x23 cm To go coffee cup small: 46x60 mm
To go coffee cup big: 59x110 mm Metal coffee box: 12x18 cm
Tags: Branding, visual identity, franchise, coffee shop, packaging
Production Technology: To-go coffee cups and paper bags are produced with natural paper and CMYK offset technology.
Benin package are produced and/or coated with metal materials to preserve the quality of coffee.
Design Challenge: The creation of Benin’s visual system was a result of an in-depth process that included the discovery of the client’s business drivers and company culture. Several challenges were identified: 1) Effective brand communication towards three different targets. 2) A strong symbol that unifies a heavenly pleasant experience and family values. 3) Brand standardization, so it can be successfully applied to the franchise concept: from interior design and packaging to marketing collaterals. 4) Using an affordable packaging material.
Research: After initial consultations, two workshops were conveyed to the client. The first one discovered the brand’s unique story, philosophy, personality, target market, and benchmark. In the second one, the client had to choose between three different brand personality mood boards, identifying the one that is best aligned with their unique market position. Benin was identified as a kind, warm, cheerful, and wise friend, which was interpreted with the Cherub icon and accompanying aesthetics. The design prototype was tested at every brand touchpoint before creating the final identity.
Inspiration: Coffee lovers think that coffee is a divine drink that tastes like heaven. Whether it is a part of their morning ritual or a pause in a busy day, a cup of coffee gives them instant happiness. That heavenly good feeling was used as a starting point for Benin's brand concept, infusing its divine spirit into coffee shops through a symbol of an angel – a happy Cherub serving coffee. The underlying symbolism of the Renaissance movement is no coincidence; it illustrates the renaissance of the soul after having coffee, as well as the connection to Italy, the homeland of premium coffee.
Project Duration: The project started in May 2021. in Rijeka and finished in August 2021. in Rijeka.
Operation Flow: The brand had to speak to three levels of coffee lovers: basic, intermediate, and advanced. Most of them are Millennials and Gen Z, so the colors used are their favorite baby pink and blue tones. The addition of strong yellow and red pinpoint the energetic brand personality. Product packaging is designed as a secondary advertising mechanism and aligned with the target’s expectations of sustainability, using paper cups, jute tote bags, and tins. The texture with angelic clouds is present in multiple details, constantly transmitting the heavenly good feeling.
Team Members: Anja Zambelli Čolak