Benin Merkevarebygging, visuell identitet by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 A' Design Award i Jern in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.
JernGrafikk· 2021
Benin Merkevarebygging, visuell identitet
Client: Zambelli Brand Design
A' Design Award i Jern Winner in Grafikk Category
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- Verified Award Winner
- Verify Award Status for #120478
The Design
About Benin Merkevarebygging, visuell identitet
Benin er en merkeidentitet skapt for et familiedrevet kaffeselskap med over 30 års erfaring. Identiteten støtter utvidelsen av kaffebar-virksomheten til en franchisemodell. Et smilende kjerubikon fungerer som det sentrale symbolet, med referanse til renessansen og Italia, hjemlandet til førsteklasses kaffe. Klare fargetoner i rosa, blått, gult og rødt, sammen med en tekstur av englelignende skyer, skaper en munter stemning. To-go-kopper og papirposer er trykket på naturlig papir med CMYK offset, mens metallbokser bevarer kaffens kvalitet.
The Recognition
About the A' Design Award i Jern
Benin Merkevarebygging, visuell identitet er vinner av A' Design Award i Jern, en prestisjefylt anerkjennelse som tildeles gode design som oppfyller de profesjonelle og industrielle kravene man forventer av veldesignede skaperverk. Jernvinnere viser stor dyktighet, høy spesialisering, ekspertforståelse og kreativ kapasitet hos skaperne. Benin Merkevarebygging, visuell identitet forventes å være et høyt ansett, beundret og verdsatt skaperverk som er praktisk og nyskapende. Dette designet, som har vunnet A' Design Award i Jern, integrerer bransjens beste praksis og har kompetente tekniske egenskaper knyttet til kunnskap og talent. Benin Merkevarebygging, visuell identitet respekteres for sin grundighet og er utformet for å gi forbedringer i livskvalitet som bidrar til å gjøre verden til et bedre sted.
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
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