Cafe Soul Faailoga Vaaia by Mateus Matos Montenegro

Cafe Soul Faailoga Vaaia by Mateus Matos Montenegro is a highly esteemed winner of the very prestigious 2022 A' Design Award Apamemea in Mamanu Ata Fa'atusa Competition Category.

ApamemeaAta Fa'atusa· 2022

Cafe Soul Faailoga Vaaia

by Mateus Matos Montenegro

Client: Cafe Tunico

A' Design Award Apamemea Winner in Ata Fa'atusa Category

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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 Faailoga Vaaia

Cafe Soul o se faailoga vaaia ma se mamanu afifiga mo se meataalo kofe. O le kofe e faia mai le 100 pasene o fatu Arabica ma e ofoina atu i se tau talafeagai. O le faailoga o loo faaaogaina ai se logo fesuiai e mafai ona tuufaatasia ona vaega e fai ai foliga ma faatulagaga eseese e tele. O le gagana vaaia e mama ma talavou, ma e faamoemoe e faafaigofie ai ona oo atu i tagata faatau fou ma talavou. O le afifiga e lolomiina i se faiga lanu e fa faatasi ma lanu Pantone e fa i luga o se atigipusa alumini. O le numera fitu e faasino atu i le fitu o tagata o le aiga e faafoeina le faatoaga.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Cafe Soul Faailoga Vaaia, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Cafe Soul Faailoga Vaaia e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Cafe Soul Faailoga Vaaia e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

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