Benin Markenbildung, visuelle Identität by Anja Zambelli Colak

Benin Markenbildung, visuelle Identität by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 A' Design Award in Eisen in Grafikdesign Competition Category.

EisenGrafik· 2021

Benin Markenbildung, visuelle Identität

by Anja Zambelli Colak

Client: Zambelli Brand Design

A' Design Award in Eisen Winner in Grafik Category

14,473

Verified Award Winner

Verify Award Status for #120478

View at A' Design Award Press Release Award Badge

Colors

The Design

About Benin Markenbildung, visuelle Identität

Benin ist eine Markenidentität, die für ein familiengeführtes Kaffeeunternehmen mit mehr als 30 Jahren Erfahrung entwickelt wurde. Die Identität unterstützt die Expansion des Coffeeshop-Geschäfts hin zu einem Franchise-Modell. Ein lächelnder Cherub dient als zentrales Symbol und verweist auf die Renaissance sowie auf Italien, die Heimat des Premiumkaffees. Leuchtende Rosa-, Blau-, Gelb- und Rottöne sowie eine Textur aus engelsgleichen Wolken vermitteln eine heitere Stimmung. To-go-Becher und Papiertüten werden im CMYK-Offsetdruck auf Naturpapier gedruckt, während Metalldosen die Qualität des Kaffees bewahren.

The Recognition

About the A' Design Award in Eisen

Benin Markenbildung, visuelle Identität ist Gewinner des A' Design Award in Eisen, einer prestigeträchtigen Anerkennung für gute Designs, die die beruflichen und industriellen Anforderungen erfüllen, die an gut gestaltete Schöpfungen gestellt werden. Eisen-Gewinner zeigen großes Können, hohe Spezialisierung, fachkundiges Verständnis und die kreative Kapazität ihrer Schöpfer. Von Benin Markenbildung, visuelle Identität wird erwartet, dass es eine hochgeschätzte, bewunderte und geliebte Schöpfung ist, die praktisch und innovativ ist. Dieses mit dem A' Design Award in Eisen prämierte Design integriert bewährte Branchenverfahren und weist kompetente technische Merkmale in Verbindung mit Know-how und Talent auf. Benin Markenbildung, visuelle Identität wird für seine Gründlichkeit geschätzt und ist darauf ausgelegt, Verbesserungen der Lebensqualität zu liefern, die dazu beitragen, die Welt zu einem besseren Ort zu machen.

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