Cafe Soul Vizualni identitet – dizajner Mateus Matos Montenegro

Dizajn Cafe Soul Vizualni identitet čiji je autor Mateus Matos Montenegro iznimno je cijenjeni dobitnik prestižne nagrade 2022 Brončana nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Grafike, Ilustracije i Vizualne Komunikacije.

BroncaGrafika· 2022

Cafe Soul Vizualni identitet

autor/ica Mateus Matos Montenegro

Klijent: Cafe Tunico

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Cafe Soul Vizualni identitet

Cafe Soul je vizualni identitet i dizajn ambalaže za brend kave. Kava je napravljena od 100 posto zrna arabike i nudi se po pristupačnoj cijeni. Identitet koristi modularni logotip čiji se elementi mogu kombinirati kako bi tvorili mnoštvo različitih lica i tekstura. Vizualni jezik je lagan i mladenačan, s ciljem privlačenja novih i mlađih potrošača. Ambalaža je tiskana u četverobojnom procesu s četiri Pantone boje na aluminijskoj strukturi. Broj sedam odnosi se na sedam članova obitelji koji vode farmu.

Priznanje

O nagradi Brončana nagrada A' Design Award

Cafe Soul Vizualni identitet je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Cafe Soul Vizualni identitet bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Cafe Soul Vizualni identitet sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: 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.
Oznake: Coffee, soul, cafe tunico, tunico, budget, handcraft, handmade, premium
Proizvodna tehnologija: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: The project started in January 2021 in Minas Gerais, Brazil, and finished in January 2022.
Tijek rada: 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.
Članovi tima: Designer: Mateus Matos Montenegro
Copywriter: Ricardo Montenegro Pessanha