Kharkiv, Ukraine based Canapé Agency specializes in restaurant and hospitality design, helping brands in every aspect of creating and developing successful customer experiences (previously featured here). Working in the fields of branding, interior design, advertising, project management, and consulting, the agency has created a number of unique, successful and profitable projects since its founding date.
With a team of industry professionals, architects and designers, Canapé helps brands from concept to launch, on every aspect of the project. Canapé’s holistic approach guarantees a cohesive branding experience for every customer.
25 Coffee Roasters new, modern, reduced identity
25 Coffee Roasters commissioned Canapé to rebrand and completely update their logo and corporate identity to make the brand more emotional and modern. Founded in 2013 in Kharkiv, 25 Coffee Roasters works with the production and supply of freshly roasted coffee.
Canapé decided to base the new identity on a human image, to make the brand more emotional by bringing it closer to the consumer. Abandoning the image of the coffee bean, from the previous logo, Canapé decided to focus on the number 25, which means the extraction time and the volume of the perfect espresso. A reduced, minimal color palette only utilizes few colors – blue for the main coffee line, mustard for the specialty coffee line, and a unifying brown for emphasis, and a little coffee flavor.
The idea, that a consumer is able to imagine a team of 25 coffee roasters, who love their job and monitor the quality of the product, became the basis for the new identity.
The idea, that a consumer is able to imagine a team of 25 coffee roasters, who love their job and monitor the quality of the product, became the basis for the new identity. The visual identity’s focal element is an illustrated face of a roaster, who peers into the grain and carefully monitors the roasting process, making sure that only the right grains get into the cup from the workshop. Supporting illustrations of grain, a person, and the number 25 was made to be used in social media and outdoor advertising.
Tuffler coffee by 25 Coffee Roasters gets its own identity
Beyond the company rebranding, a special identity was created for Tuffler, a coffee blend brand of 25 Coffee Roasters. As a simple coffee blend, understandable, inexpensive, but just as fragrant and consistent in quality as the best of them, a unique design concept was made to echo the main brand’s identity.
Previously, Tuffler coffee did not have a special identity, and the coffee was packed in black parcels with simple labels. But the company decided to bring the brand to the retail market, and for such an ambitious task, a brand needs good costumers’ recognition. The main aim of the new Tuffler identity was to look simpler than the 25 Coffee Roasters, so as not to confuse the consumer and honestly communicate about features.
Canapé designed a new Tuffler identity based on a combination of basic geometric shapes, simple typography and a minimalistic palette. Replacing the black matte parcels that looked too luxurious for the brand with minimal white ones. This allowed Tuffler packaging to coexist organically on the same shelf with the other 25 Coffee Roaster products.
Images © Canapé Agency