设计师 Anja Zambelli Colak 的作品 Benin 品牌塑造、视觉识别荣获了极具声望的 2021 A' Design Award 铁奖，竞赛类别为平面、插画与视觉传达设计。

铁平面· 2021

Benin 品牌塑造、视觉识别

设计师： Anja Zambelli Colak

客户: Zambelli Brand Design

平面类别A' Design Award 铁奖获奖者

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关于 Benin 品牌塑造、视觉识别

Benin 是为一家拥有三十余年经验的家族咖啡企业打造的品牌识别系统。该识别系统助力这家咖啡店拓展业务、迈向连锁加盟模式。微笑的小天使（Cherub）图标作为核心符号，呼应文艺复兴时期以及精品咖啡的故乡意大利。明亮的粉色、蓝色、黄色与红色调，搭配天使般的云朵肌理，营造出欢快愉悦的氛围。外带杯与纸袋采用原色纸张、以 CMYK 胶印印制，金属罐则用于保持咖啡品质。

荣誉认可

关于A' Design Award 铁奖

Benin 品牌塑造、视觉识别是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Benin 品牌塑造、视觉识别将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Benin 品牌塑造、视觉识别因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: Paper bag: 32x23 cm To go coffee cup small: 46x60 mm
To go coffee cup big: 59x110 mm Metal coffee box: 12x18 cm
标签: Branding, visual identity, franchise, coffee shop, packaging
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project started in May 2021. in Rijeka and finished in August 2021. in Rijeka.
操作流程: 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.
团队成员: Anja Zambelli Čolak