As part of a larger brand strategy project we rebranded a number of small coffee brands that had specific cultural touchstones in mind to give European diaspora in Australia a taste of home.
CLIENT: Giuseppe Brothers
INDUSTRY: Coffee
AGENCY: Freelance
ROLE: Designer
OVERVIEW
See Giuseppe Brothers for full project. This was a small rebrand project as part of a much larger brand strategy project. The target market for the Bravo Coffee brand was particular types of European diaspora in Australia. The original brand looked dated and contained conflicting symbolism and iconography that didn't speak to the target audience at all.
The original logo (below) had somewhat of a clipart feel - along with some conflicting symbolism and iconography that didn't speak to the target audience at all. The slightly clumsy Mexican / Spanish figure illustration and awkward font pairings presented a confused identity.
The target audience are European, South Eastern European and Balkan states diaspora living in Australia, looking for coffee that looked / tasted like the coffee from back home. It was important not to be too specific or exclusive in cultural iconography as there is a wide overlap in European coffee cultures stretching from east to west. For the logo and typography we took inspiration from classic and traditional food and drink branding and packaging from the region and combined with pattern, colour and imagery with a more traditional central European feel.
Logo before and after
