UCC Coffee - Grand Cafe Rebrand - Documentation

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G rand CafÉ .Relaunch .....

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BRIEF Aim. Creatively re-launch Grand Café coffee to improve engagement with current and new customers.

Brand.

Ethically aware business.

Grand Café promotes the social and economic benefits of certified coffee.

Four variants of coffee, fully certified.

The certifications are Rainforest Alliance, Soil Association and Fairtrade.

Consumers.

Customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers.

Overall.

Make it an iconic visual brand.

To bear in mind.

The certification logos cannot be changed and would need to be displayed on any packaging design.

Product Range.

Grand Café Rainforest.

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

My PLan Plan.

Aim. Strengthen messaging around certifications, using visually appealing designs which intervene with the brand dna and make it an iconic visual brand Outcomes.

Grand cafe logo Packaging designs for the grande cafe variety Application of brand on items Method.

Sketch Digital development Apply brand to different applications Considerations.

Brand message Promote certifications Details.

Logo Colours Typography Certifications Appeal Packaging (grande cafe variety x4) Application of brand identity Customers.

Customers are aware of the impact of their buying choices, but are looking for an offering that promotes sustainability in the industry.

Overall.

Bring brand back to life and and make it iconic

Log o. Plan Needs to be.

Bold.

Fresh.

New. Captures the eye.

Audience.

“Core current customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers”.

Brand will be able to move beyond current customers, with new visual branding.

Colours.

Orange. Connotes: strong visual, eye catching, exciting, new.

Brown. Connotes: coffee, coffee beans (brings back sense of coffee), strong.

PACKAGING. Plan Needs to be.

Bold.

Fresh.

New. Captures the eye.

Audience.

“Core current customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers”.

Brand will be able to move beyond current customers, with new visual branding.

Colours.

Orange. Connotes: strong visual, eye catching, exciting, new.

Brown. Connotes: coffee, coffee beans (brings back sense of coffee), strong.

The colours associated with each of the coffee bean packaging (x4), will be placed within the designs of the individual packaging. This prommotes the iconic image.

Icons.

There will be icons placed as a pattern on all 4 coffee bean packaging designs whcih will visually give a strong message in relation to the positive affects of purchasing certified coffee beans - more specifiacally; brought from UCC Coffee. This further promotes an iconic image.

Content.

Logo.

Description of coffee beans.

Certification logo(s).

Icons.

Brand Colours.

Weight.

Asssociated Countries.

Visual Brand Identity.

Logo

Description Countries

Icons

Certification Weight

500g

Intial Sketches.

Sketches to get an idea of the outcomes / designs that I will be creating / incorparation / taking into consideration.

Log o. Development

Sketches to digitalisation

Log o. Development

Logo size and visual exploration

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Packag ing. devel opment

Net layout

Sketches and layout design

Packag ing. devel opment

Illustration design stages

Packag ing. front

Packag ing. Side 1. Development

Illustration design stages

Packag ing. Side 1

t | +44(0)1908 275 520 w | www.ucc-coffee.co.uk

GuatemalaS

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Peru

t | +44(0)1908 275 520 w | www.ucc-coffee.co.uk

Peru

Packag ing. Side 2. Development

Illustration design stages

Packag ing. Side 2

Packag ing. F inal

ICONS. Development

Illustration design stages

ICONS. F inal

ICONS. F inal

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