Seeing a gap in the food market for a more ethical approach towards life and business, Café+ approached us to design their range of Colombian coffee from scratch.
Café+ donates 50% of all proceeds to charitable causes, both close to the coffee source in Colombia and to projects right here in the UK. It was vital for the design to highlight this unique aspect of the brand alongside presenting the superior quality of the Colombian coffee in every bag.
We focused the brand around the idea of ‘goodness in a cup’. Every bag of Café+ coffee purchased gives the consumer the chance to directly contribute towards a charitable cause. We communicated this through the use of the social media hashtag #brewchange. The contrasting bright colours on the pack maximise shelf standout. The colours evoke the warm and happy feeling that a good deed brings.
We rolled out the design principles across 4 variants. Each with their own unique back of pack story about the charities Café+ has partnered with. The hands nursing the cup of coffee illustrate the idea of everyday people coming together to do good with such a simple gesture. Do your bit for those less fortunate just by drinking your everyday cup of coffee.
The logo delivers key brand communication for Cafe+. We opted for the plus symbol to communicate the added good the consumer is doing by purchasing their bag of coffee from Cafe+. The social media hashtag of Brew Change was also added to the logo. This was added to encourage interaction on social media and reaffirm the brands rallying cry.
#Brewchange with every cup you drink!