Cafe Soul זהות חזותית by Mateus Matos Montenegro is a highly esteemed winner of the very prestigious 2022 פרס הארד של A' Design Award in עיצוב גרפיקה, איור ותקשורת חזותית Competition Category.
ארדגרפיקה· 2022
Cafe Soul זהות חזותית
Client: Cafe Tunico
פרס הארד של A' Design Award Winner in גרפיקה Category
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The Design
About Cafe Soul זהות חזותית
קפה סול הוא עיצוב זהות חזותית ואריזה עבור מותג קפה. הקפה עשוי מ-100 אחוז פולי ערביקה ומוצע במחיר משתלם. הזהות עושה שימוש בלוגו מודולרי שמרכיביו ניתנים לשילוב ליצירת פרצופים ומרקמים רבים ושונים. השפה החזותית קלילה וצעירה, ומטרתה להגיע לצרכנים חדשים וצעירים יותר. האריזה מודפסת בתהליך ארבעה צבעים עם ארבעה צבעי פנטון על גבי מבנה אלומיניום. המספר שבע מתייחס לשבעת בני המשפחה המנהלים את החווה.
The Recognition
About the פרס הארד של A' Design Award
העיצוב Cafe Soul זהות חזותית זכה בפרס הארד של A' Design Award, הכרה יוקרתית מאוד הניתנת לעיצובים בולטים שמצטיינים ביצירתיות, בתושייה ובחוכמה. זוכי הארד הם חפצים מיומנים לרוב ויצירתיים באופן בולט שמעידים על הניסיון הרב, הדמיון והתבונה של מעצביהם. מהעיצוב Cafe Soul זהות חזותית מצפים שיהיה חפץ מוערך מאוד, מוערץ ואהוב, מקצועי וחדשני בצורה בולטת. העיצוב הזה שזכה בפרס הארד של A' Design Award משלב את השיטות הטובות ביותר באמנות, במדע, בעיצוב ובטכנולוגיה, ומצוין בתשומת הלב שלו לפרטים. העיצוב Cafe Soul זהות חזותית מספק להפליא צרכים, נוגע ברצונות, מקסים רגשות ומושך סקרנות.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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. - Dimensions & Packaging
- 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
- Production 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.
- Design 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. - Research
- 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. - 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. - Project Duration
- The project started in January 2021 in Minas Gerais, Brazil, and finished in January 2022.
- Operation Flow
- 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.
- Team Members
- Designer: Mateus Matos Montenegro
Copywriter: Ricardo Montenegro Pessanha
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