Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo by Mateus Matos Montenegro

Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo by Mateus Matos Montenegro is a highly esteemed winner of the very prestigious 2022 Umklomelo Webhulonzi we-A' Design Award in Igrafikhi Competition Category.

IbhulonziIgrafikhi· 2022

Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo

by Mateus Matos Montenegro

Client: Cafe Tunico

Umklomelo Webhulonzi we-A' Design Award Winner in Igrafikhi Category

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Colors

The Design

About Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo

Umbhalo Wencwadi: I-Cafe Soul iwubunikazi obubonakalayo kanye nedizayini yepakheji yohlobo lwekhofi. Ikhofi yenziwa ngo-100 phesenti wembewu ye-Arabica futhi inikezwa ngenani elingakwazi konke ukuthengeka. Ubunikazi busebenzisa uphawu lwenkampani (logo) olwakhelwe ngezingxenye ezihlukene ezingahlanganiswa ukwakha ubuso namasu amaningi ahlukene. Ulimi lwezithombe lulula futhi luyintsha, luhlose ukufinyelela kubathengi abasha nabancane. Ipakheji ishicilelwa ngenqubo yemibala emine kanye nemibala emine ye-Pantone kusakhiwo lwe-aluminium. Inombolo eyisikhombisa ibhekisela emalunga ayisikhombisa omndeni aphethe lolu limu.

The Recognition

About the Umklomelo Webhulonzi we-A' Design Award

Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Cafe Soul Umsebenzi Oyinhloko: Ubunikazi Obubonakalayo iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

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