Cafe Soul Ọrụ Bụ Isi: Njirimara Anya by Mateus Matos Montenegro

Cafe Soul Ọrụ Bụ Isi: Njirimara Anya by Mateus Matos Montenegro is a highly esteemed winner of the very prestigious 2022 Ihe Nrite A' Design Award nke Bronz in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

BronzEserese· 2022

Cafe Soul Ọrụ Bụ Isi: Njirimara Anya

by Mateus Matos Montenegro

Client: Cafe Tunico

Ihe Nrite A' Design Award nke Bronz Winner in Eserese Category

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Colors

The Design

About Cafe Soul Ọrụ Bụ Isi: Njirimara Anya

Ederede Akwụkwọ: Cafe Soul bụ nhazi njirimara anya na mmebe mkpọlite maka otu ụdị kọfị. A na-eme kọfị a site na mkpụrụ Arabica dị narị pasent (100 percent), a na-erekwa ya n'ọnụ ahịa dị mfe ịkwụ. Njirimara ahụ ji akara ngosi (logo) nwere akụkụ dị iche iche nke enwere ike ijikọta ka ha mepụta ihu na akụkụ dị iche iche. Asụsụ anya ahụ dị mfe na nke ntorobịa, ebumnuche ya bụ iru ndị ahịa ọhụrụ na ndị na-eto eto. A na-ebipụta mkpọlite ahụ site n'ụzọ agba anọ (four color process) yana agba Pantone anọ n'elu ihe owuwu aluminom. Ọnụ ọgụgụ asaa (nọmba 7) na-akọwa ndị ezinụlọ asaa nke na-elekọta ugbo ahụ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Cafe Soul Ọrụ Bụ Isi: Njirimara Anya meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Cafe Soul Ọrụ Bụ Isi: Njirimara Anya ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Cafe Soul Ọrụ Bụ Isi: Njirimara Anya na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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