Competition Brief 02: Study Task 01

Brand Research

 
Brand: Grand Café

Vision: To be the most respected certified coffee brand in the out of home market.

Brand Concept: Promoting the social and economic benefits of certified coffee whilst providing a feel good factor and peace of mind.

Reasons to Believe: Committed to industry certifications FT, Organic and RFA; solid taste test performer; our best-selling branded product range

Core Consumer: Contract caterers

Core Products:
Grand Café Rainforest 500g
Tasting notes: Chocolately, sweet, with a hint of its slow roast, gives this blend real character. Bright and balanced with citrus hints and a clean and balanced aftertaste.
The source: Colombia, Honduras, Brazil
Logo: RFA

Grand Café Fairtrade
Tasting notes: Deep, intense coffee with a full body and lasting taste.
The source: Colombia, Vietnam, Peru
Logo: FT

Grand Café Triple Certified
Tasting notes: Rich, balanced coffee with red fruit top notes and a sweet creamy finish.
The source: Peru, Guatemala, Sumatra
Logos: RFA, Fairtrade, SA

Grand Café Fairtrade Decaf
Tasting notes: A clean mouth feel with a hint of sweet watermelon. All the flavour but without the caffeine.
The source: Peru
Logo: FT

Brand Personality: educated/knowledgeable/travelled/down to earth/respected/direct/academic/possesses gravitas
Tone of Voice: friendly/accessible/no jargon/matter of fact

From a previous blog post Studio Brief 02 OUGD504 I had a similar kind of project about the main product Coffee. This was really useful for starting with brain storming. What noticed was that the color of all coffee logos have an association with the smell, the color and the taste of coffee. This has an impact to associate with the experience of drinking a nice cup of quality coffee.

The research for fairtrade, biologic and health logos is similar the color use for coffee logos. The most of the logos from the research are in two-tone designed, green and white. The color use look very confident and genuinely.

From the color research that is shown above there are two final outcomes that are used for the logo design. The first color combination is more the experience of drinking coffee and the second color combination is representing the fairtrade experience.