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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.
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.
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.
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.
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.
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.
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.