Two new brands for a startup coffee company
We recently completed a brand identity project for a new company selling high quality coffees and brewing equipment.The Hessian Coffee Company is a new business venture started by one of our long-term clients to sell high quality coffee making equipment to consumers through an online shop, and high quality coffee through an online coffee club. Fuelled by the popularity of the large coffee chains and independent coffee shops on the high street, the market for interesting high quality coffees to drink at home is growing rapidly. The brief was for two brands, each with a distinct personality, but recognisable as part of the same family. ‘The Hessian Coffee Company’ is the main business, selling the hardware, with ‘Bean Delivered’ supplying coffee to members of the coffee club. The key selling points of both brands is quality, competitively priced, ethical products – targeted at individuals already know what they want, or who appreciate quality and are willing to be educated in the preparation and enjoyment of fine coffee at home. We’ve worked with this client on several other projects and they know the value of research when creating a new brand. Assessing your competitors’ brands, looking for common elements and themes is really important as a starting point. It allows you to make informed decisions about when to be different and when to use common design language that your customers associate with the product you’re selling. At the same time as the brand research, we gathered together a range of images that seemed to have the right look and feel. The resulting mood board was extremely useful in creating graphic ideas for the logos as well as generating potential colour palettes for the brand. The image research sparked off several ideas for initial logo designs for the two brand identities. Which after detailed discussion with the client lead to a definite direction in terms of the imagery and personality that we were trying to achieve – slightly quirky and playful for the coffee club, and slightly more corporate for the main company Referring back to the mood board led to a change of colour and some final development before finalising the two logo designs. In keeping with the slightly playful personality of the Bean Delivered brand, the website design that followed made use of parallax scrolling and several other CSS3 and JQuery scripts to create an interesting user experience in-keeping with the high quality and unusual coffees on offer.
Direct Mail for Business Magnet
A stylish and fun piece of direct mail helps to make Businessmagnet stand out from the crowd.Businessmagnet.co.uk is the UK’s leading business-to-business directory, and at the end of August they approached us looking for some exciting ideas for their welcome pack mailer aimed at new subscribers. The purpose of the mailer is to promote the range of value added services available from Businessmagnet, and to encourage customers to engage with their dedicated Businessmagnet account manager. We got together with the guys at their offices to discuss the format of the mailer and its content. They were keen to give away a magnetic toy that would sit on their customers’ desks as a constant reminder of Businessmaget, so the welcome mailer would need to accommodate the chosen item. We narrowed down the key messages of the mailer to a simple series of steps leading up to the final call to action – contacting their account manager to upgrade their Businesmagnet listing – and got to work on the design. The finished mailer shows how a clear goal and careful copy writing can pay dividends in the success of a direct mail piece – the whole design is geared towards guiding the customer towards contact with Businessmagnet. Add in strong typography, a reduced colour palette (red and metallic silver) and a playful use of the magnetic toy in the design and the result is a mailer with real personality. So much so that we were also asked to apply the same brand style to their rate card/brochure.
Brand identity – a guide to how we work part 3
Previously in this series we have charted the development of the Imagine brand design from its beginnings to the final logo. Now we will look at the application of the brand in preparation for the product launch.
The teaser campaign
Once the logo was finalised, the next stage was to prepare a teaser campaign in the run-up to the launch of Imagine at the BETT education show in January 2012.
The brief from Pearson Fronter was to create a press, website and direct mail campaign that would create a buzz around the name Imagine and attract education professionals to search for Imagine at BETT without giving away anything about the project, or even that it was a Pearson product.
We decided quite quickly that the learning content of Imagine gave the most scope for interesting visuals and set about working up some designs. A few ideas are shown here.
The unanimous favourite was the second, illustrated concept which, incidentally, through the use of the clouds and rainbow, refers back to some of the early logo visuals.
One of the reasons for choosing this idea was the potential to create an exciting web experience linked to the ad campaign – see the screenshots below.
Various direct mail pieces followed leading up to the product launch at Olympia.
The Launch campaign
The final stage of the launch has been to develop the brand ideas from the logo design and start to apply them to the post-launch marketing materials.
The launch brochure, advertising and web design is the first step in steering the visuals used in the teaser campaign towards something more explicit. Where the teaser campaign was all about exciting visuals and making people curious with veiled hints and promises, the next steps will be all about communicating the specific strengths and benefits of the Imagine suite of products.