Designing an apparently simple and elegant brand solution for a multi-faceted coffee company with a range of varied sub-brands.
CLIENT: Giuseppe Brothers
INDUSTRY: Coffee
AGENCY: Orange Line
ROLE: Creative Director & Design Lead
OVERVIEW
Giuseppe Brothers needed an elegant solution for housing and presenting all their brands and their unique partnership offering in an easy to understand way for both existing clients and for prospective customers.
Brief in Brief
WANT: An understated but clearly recognisable brand identify for Giuseppe Brothers, and a way for clearly presenting this as the parent brand of a number of other brands the company owns, without being too heavy handed . Some of the child-brands also required rebranding or refreshing. Including a website and various collateral. Brand strategy, branding, UX, website, image sourcing & packaging.
BRAND VISUALS: Classy, minimal and understated. Need to be able to use subtly / visually on the brand collateral of other brands to indicate the brand hierarchy.
AUDIENCE NOTES: B2B - small coffee brands looking to expand or in need of assistance with various aspects of the supply chain including production, packing and logistics.
Challenges
UNDERSTATED: It was important to consider the B2B audience and the service offering and carefully tread the balance between a distinct and recognisable brand, and a visual identity that could, when required, not interfere too much with other more vibrant branding of other brands collateral.
BRAND HIERARCHY: For the B2B customer audience it was important to clearly show the relationship between Giuseppe Brothers and the other brands they own / sell. These were a number of different coffee brands for different customer bases (mainly different types of European speciality coffees for the different European diaspora in Australia) and part of the GB service offering was to show prospects how they too could become part of the GB family. We had to think about how to do this both from a visual and a technical UX perspective.
SOLUTION
BRANDING: Based on the B2B and brand hierarchy elements of the brief - we focused on creating a visual identity that became more of a "stamp of quality" than a conventional brand. The simple but recognisable brand symbol could be used in various ways across the brand collateral (and that of the child-brands) and we also created a variation that was in effect a badge of authenticity / quality for use across printed materials. The logo and font choices reflect the quality and convey a somewhat premium feel, whilst avoiding pretension and keeps grounded with the blues and brown as a nod to the blue collar industries of production and logistics.
WEBSITE BRAND HIERARCHY: We devised a practical template system that allowed for each individual brand to be showcased on its own section of the site, clearly displaying its individual identity whilst also evidently remaining part of the Giuseppe Brother family. This system also built in flexibility and longevity for the growth of GB and the acquisition of new brands.
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Caffe Moda | Rebrand (see here)
Bravo | Rebrand (see here)
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