Branding for speciality coffee
Naming creation.
Corporate identity design.
Branding & marketing strategy.
Website creation.
Customer: Cafeshi
Project: Brand creation
Madrid
2023
Creación de Naming
The customer is looking for a brand for his speciality coffee business that evokes the tranquillity of making a speciality coffee by hand. The coffee ritual is a moment of meditation and pause. A Japanese-style brand is proposed to denote perfection, peace and the manual style of making coffee.
Cafeshi.
Newly created word 100% by Mazzima. Only 3 syllables. Easy to pronounce in many different languages. It has no meaning whatsoever although it has a fresh sound and suggests oriental connotations of some kind.
The slogan brewtiful coffee mixes the words brew (moment that is part of the preparation of filter coffee) with beautiful creating a new, unique and interesting claim that makes it clear what the brand is all about.
Logo creation
For the creation of this speciality coffee branding we wanted the brand to have Japanese inspiration in the concept of wabi-sabi and minimalism. Creating a clean logo with a serif typeface that can give an idea of Japanese brush strokes on rice paper, although with the Latin alphabet. The dot of the i is eliminated so that the logo can offer a higher level of work on stationery, vinyls, corporals and embroidery.
Cafeshi Branding: The reflection of the brand’s serenity, sensitivity and appreciation for detail.
Our more than 22 years of experience put to the benefit of our clients to develop brands that work, that explain their story and their values.
8
Months of work
100%
functional image
Corporate Visual Identity
The brand had a clear digital focus on sales but a physical focus on packaging design for their speciality coffee subscriptions. We looked for Japanese minimalism with the wabi-sabi concept to have complete harmony at all points of contact with the customer.
Website design
The website was designed as a customer acquisition centre. A minimalist website with a clear and concise CTA. The marketing objective was clear and we needed to break through customer objections with clear arguments. We did this in the marketing strategy, proposing clear, concise solutions with a launch plan, and a 5-year plan.
We create clean visuals and pleasing textures to connect with the customer.
Indigo blue as a corporate colour that takes us to the fields of Japan, where artisans dye the fabrics they work with. This was the inspiration to create also the textures of Cafeshi’s packaging in this modern, minimalist and high quality corporate identity.
For the design of the packaging of a speciality coffee by subscription, the box was the centrepiece. The product was delivered to the client in a generic, cost-saving box, which was marked with a minimalist indigo blue label. And the inside was packed with rice paper and paper stickers. Making the unboxing experience a very pleasant and impressive one.
Development
Thedesign with generic materials and the possibility to customise them at the closure saves a lot of initial investment costs.
Visual
Visual presence, aesthetic minimalism and tactility areessential to make a good impression on the customer.
Corporate expansion
Brand expansion was also raised.
A possible future brand expansion was considered so that the digital business could move to a physical space. And this is where spaces were designed following the corporate identity that Mazzima proposed for this client.
