Benin Brendiranje, Vizuelni identitet by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 Гвоздена награда A' Design Award in Графички дизајн, илустрација и визуелна комуникација Competition Category.
ГвозденаГрафика· 2021
Benin Brendiranje, Vizuelni identitet
Client: Zambelli Brand Design
Гвоздена награда A' Design Award Winner in Графика Category
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The Design
About Benin Brendiranje, Vizuelni identitet
Benin je brend identitet kreiran za porodičnu kompaniju za kafu sa više od 30 godina iskustva. Identitet podržava širenje poslovanja kafiterije ka franšiznom modelu. Nasmejani anđeoski lik (Kerubin) služi kao centralni simbol, referirajući se na renesansu i na Italiju, domovinu vrhunske kafe. Živopisni roze, plavi, žuti i crveni tonovi, uz teksturu anđeoskih oblaka, nose vedro raspoloženje. Čaše za poneti i papirne kese štampane su na prirodnom papiru CMYK ofset tehnikom, dok metalne limenke čuvaju kvalitet kafe.
The Recognition
About the Гвоздена награда A' Design Award
Benin Brendiranje, Vizuelni identitet је добитник Гвоздене награде A' Design Award, престижног признања које се додељује добрим дизајнима који испуњавају професионалне и индустријске захтеве очекиване од добро осмишљених творевина. Добитници Гвоздене награде показују велико умеће, високу специјализацију, стручно разумевање и креативне способности својих твораца. Очекује се да Benin Brendiranje, Vizuelni identitet буде високо цењена, дивљена и вољена творевина која је практична и иновативна. Овај дизајн награђен Гвозденом наградом A' Design Award уграђује најбоље праксе индустрије и има компетентна техничка својства повезана са знањем и талентом. Захваљујући темељности, Benin Brendiranje, Vizuelni identitet заслужује поштовање и осмишљен је да пружи побољшања квалитета живота која помажу да свет буде бољи.
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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