Karma Coffee Branding, 2022
Client: Private sector
Project: Karma coffee branding (scroll down to see the final result)
Project date: 2022
Karma coffee (based in Stockholm) imports coffee beans from Eutopia, roasts them, packages them, and distributes them to cafes around Stockholm. All these steps are designed in the most sustainable possible way.
We should revolutionize our lifestyles to take this level of sustainability to everyday life. So we chose a revolutionary graphic style (punky and energetic) to convey our message to the customers.
01 Research
02 Brand canvas
03 Design process
04 Brand visuals
05 Brand book
01 RESEARCH
I. Desktop research
1. About other coffee brands in Stockholm, Europe and in the world, their value, marketing strategy and visual identity.
2. About other sustainable brands in Stockholm, their marketing strategy and visual identity.
II. Field research
Try top-rated cafes in Stockholm to observe their value, marketing strategy, visual identity.
2. Interview baristas about clients' tastes and priorities.
3. Interview coffee lovers to explore their points of view.
02 BRAND CANVAS
Desktop research
One may find different kinds of brand canvas with different terminology, but basically they all aim for a comprehensive understanding of the brand.
03 DESIGN PROCESS
I. Concepts and mood boards
We extracted 2 concepts from the first meeting we had with our client and their explainations about their way of thinking toward their brand.
1. Sustainability
2. Solidarity
Then We presented 2 different mood boards based on each value:
During the meeting we decided to choose sustainability.
SOLIDARITY
Coffee is not a drink, is an experience shared with the people you love and care about every day. It works as a social fabric that unites people all over the world regardless of gender, age, religion, political belief and beyond.
SUSTAINABILITY
Every action we take has an impact, from the coffee we drink to the way we recycle! We’re gonna change the world & rock the market and we hope you’ll join us in this coffee revolution!
II. Stylescapes
We designed 3 stylescapes based on the concept of sustainability.
We chose the second stylescape since it was more energetic and had more icons related to the youth generation, our target group.
04 BRAND VISUALS
I. LOGO
Our logo is inspired by the punk revolution and incorporates the electric bolts used in our assets. These bolts represent the green electricity we use to roast our coffee beans, with solar and wind power. Our logo should evoke a feeling of power and positive energy.
II. ASSETS
We blend visual elements of punk-style messaging and imagery with playful colors and assets to grab the attention and imagination of the customer. The assets are the elements that visually communicate our brand. Aside from the brush strokes, the other shapes have sharper and more asymmetric edges, to convey that we are punky and playful.
III. PAINTBRUSH STROKES
Strokes are inspired by the punk era.
Heart shape, representing a love for coffee, our planet & our customers.
Flower stamp, inspired by the flowers on our coffee plants.
Flower stamp combined with an electric bolt, represents that we use wind power.
The sunrise stamp represents the main element needed to grow coffee plants, the sun.
Asymmetric electric bolt means that we use solar and wind power.
IV. COLORS
We have created a visually impactful color palette that will stand out in the market. These colours are our identity. They compliment our tone of voice and brand communication.
Red: Synonymous with the punk era & punk messaging.
Yellow: Representing sunshine and our optimism to change the coffee industry!
Neon pink: Synonymous with the punk era & punk messaging.
Pale pink: Representing femininity, and our partnership with “Girls Gotta Run”.
Bright blue: Representing our honesty, trustworthiness and reliability.
Pale blue: Representing our honesty, trustworthiness and reliability.
Black and white: To be used as secondary colors, to create contrast and compliment our primary color palette.
V. PHOTOS
Brand photos should convey our target customers to represent energy, youth and people ready to change the world. Close-up photos of the face and neck area or full body, always in powerful and/or unconventional poses, as if they have an interesting story to tell us. Diversity must be represented in the subjects of our brand photos since our customer is a diverse citizen of the world.
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05 BRAND BOOK
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