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Viewers of our reality show are already familiar with this project and its results. And anyone who missed it - we strongly recommend watching (spoiler: there you can see all variants of names and design, which we proposed to the client).
Joe Black — coffee with a light soul. The logo and packaging for the 3-in-1 coffee brand

Joe Black — coffee with a light soul. The logo and packaging for the 3-in-1 coffee brand

About the client and
the goals of the project

The coffee roasting company Znak Coffee was founded in 2015. For a long time the company worked in the B2B market, and in 2020 the team had big plans to enter retail with a new product - 3-in-1 coffee. Znak Coffee team came to us for help with this task.

With the client's team we decided to move forward, and the first stage of the project was a strategy session.

Coffee culture in an accessible format

During the brand session, we realized that the client's team wanted to give the audience a chance to try trendy coffee drinks and discover new tastes with a simple and accessible format.

In addition, the client's team is confident that their coffee-making technique makes it taste just as good as a coffeehouse. This was confirmed by our unbiased blind tasting, which we conducted for our colleagues.

Discussing the motives of customers, we also realized that people buy 3-in-1 coffees to treat themselves, replace a more caloric dessert with a cup of coffee, save money, lift their spirits in the morning or after a hard day at work, or just to satisfy their curiosity.

Coffee culture, a new taste experience, alternative, variety, affordability — all these meanings formed the basis of future creative design.

muzykkanty

Meet Joe Black

The second stage of the project was naming.

One of the variants we suggested was Joe Black. The client chose it. In this version, we played up the theme of black by making it a lastname. That's how we got the brand character, Joe Black. Joe is also the slang American name for coffee.

The name is easy both to read and to perceive, yet mysterious, you want to get to know it better, feel it, immerse yourself in the atmosphere. Like the brand itself, it has a mood and character, which gives a vector for conceptual developments.

nalivaetsya-kofe20

Diving into a fantasy world

Together with the client, we decided that we wanted to bring something fresh into the market, to give the consumer a new emotion with an interesting and unusual visual.

These packages, although they meet specific objectives, look uninteresting and boring. Together with the client's team, we decided that we wanted to bring something fresh to the niche, to surprise the customer with an interesting and unusual visual.

As a result, we created a fantasy design, revealing the magical world of coffee. The world of Joe Black.

mir-dzho-blek_montazhnaya

Joe Black is a guy with a light-hearted soul who welcomes friends into his coffee world. In fact, his name appears in the logo - without a hint of coffee. With its bright lettering, the logo gets attention without detracting from the illustrative subject matter.

It becomes a constant that confidently holds up the entire product line.

The fantasy illustrations combine the themes of music, sports, art, active lifestyle and the love of coffee. Depending on the product, the sticks have a different storyline and color scheme.

Each drink is assigned a main character. We made the characters distinctive, personified, close to the portraits of the target audience.

3v1

This kind of coffee line wants to collect, tasting every product of the brand. The series reflects the drive, lightness and freshness inherent in coffee and everything associated with it.

We completed the work on the project by adapting the design concept for all SKUs in the line, preparing master layouts and the guideline.

Conclusion

That's how we got the brand: lively, energetic, breaking stereotypes.

Joe Black is not just a fictional character. Joe Black is a whole world of coffee, filled with moments and experiences, in which the consumer is immersed. It is also the small joys and discoveries that can always be shared with Joe Black.

Creative team
Art-director Irina Shmidt
Brand Strategist Daria Erasova
Copywriter Anton Borisov
Designers Viktoria Pohilko
Project Manager Marta Bekker, Anna Artemova
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