Cafe Soul Visuele Identiteit by Mateus Matos Montenegro

Cafe Soul Visuele Identiteit by Mateus Matos Montenegro is a highly esteemed winner of the very prestigious 2022 A' Design Award in Brons in Grafisch, Illustratie en Visuele Communicatie Ontwerp Competition Category.

BronsGrafisch· 2022

Cafe Soul Visuele Identiteit

by Mateus Matos Montenegro

Client: Cafe Tunico

A' Design Award in Brons Winner in Grafisch Category

11,428

Verified Award Winner

Verify Award Status for #117271

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Cafe Soul Visuele Identiteit

Cafe Soul is een visuele identiteit en verpakkingsontwerp voor een koffiemerk. De koffie wordt gemaakt van 100 procent Arabica bonen en wordt aangeboden tegen een betaalbare prijs. De identiteit maakt gebruik van een modulair logo waarvan de elementen kunnen worden gecombineerd om veel verschillende gezichten en texturen te vormen. De visuele taal is licht en jong, en heeft als doel nieuwe en jongere consumenten te bereiken. De verpakking wordt gedrukt in een vierkleurenproces met vier Pantone-kleuren op een aluminium structuur. Het getal zeven verwijst naar de zeven familieleden die de boerderij runnen.

The Recognition

About the A' Design Award in Brons

Cafe Soul Visuele Identiteit is winnaar van de A' Design Award in Brons, een hoogst prestigieuze erkenning die wordt toegekend aan uitstekende ontwerpen die zich onderscheiden door creativiteit, vindingrijkheid en scherpzinnigheid. Winnaars in Brons zijn ruimschoots vaardige en opvallend creatieve artefacten die de grote ervaring, verbeelding en het vernuft van hun ontwerpers bevestigen. Cafe Soul Visuele Identiteit wordt verwacht een hooggewaardeerd, bewonderd en gekoesterd object te zijn dat opmerkelijk professioneel en innovatief is. Dit ontwerp dat de A' Design Award in Brons heeft gewonnen, verwerkt de beste praktijken in kunst, wetenschap, ontwerp en technologie en is uitstekend door zijn aandacht voor detail. Cafe Soul Visuele Identiteit bevredigt schitterend behoeften, raakt verlangens, charmeert gevoelens en spreekt de nieuwsgierigheid aan.

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