CONSEPT To produce great coffee with unique aroma and flavour you need to know about the soil where it is grown and that it is taken care of while growing. It is only when nurtured with the right care you will achieve astonishing coffee. We in Kladi believe that by paying attention from the seed goes in the grown till the coffee is in the hands of the consumer. We take pride in beeing a Fairtrade company, we know our farmers on a personal level and we can therfore say that we know our coffee, only the best coffee is good enough. We know that if we want to keep providing unique coffee we have to think not only about here and now but also longterm, that is why we know that taking care of the environment is crucial. Therefore we aim at beeing as evironmentally friendly as possible, by participating in the development of environmently friendly materials, we can happily state that our packaging is 100% recycable, and that neither in the producing or terminaton prosess will the packaging be hazardous. By handpicking every taste, and knowing our farmers, we can say with certainty that our coffee is 100%. To make shure we know all that is to know about coffee, so that our consumers get the best possible ... we wanted to go back to the roots. When and where was coffee encountered? Once upon a time in the arabic highlands, a goatherder, Kaldi, noticed the energizing effects his goats had upon eating berries from a certain tree. The goats became so spirited that no matter what Kaldi did his goats would not sleep at night. The day after Kaldi again captured his goats eating the red beries, only this time he dutifully reported his reare findings to the abbot of the local monastery. The abbot disapproved of their use, he thought it to be poisinous and threw them into the fire, from which an enticing aroma billowed. After being overwelmed by the aroma that occoured the abbot investigated. Trying different things, he eventually tried to make a drink with the berries upon witch he discovered that it kept him alert for the long hours of evening prayer. Soon the abbot shared his discovery with the other monks at the monastery, and ever so slowly knowledge of the energizing effects of the berries began to spread. In the arabic highlands, where the legend of Kaldi, the goatherd, originated, coffee trees grow today as they have for centuries.
LOGO The logo refelcts the the history and the orgin of the coffee. Kaldi coffee is from Arabia and it is handeled by Arabian farmers. As quality is important and so is the invironment and that the farmers are being treated well and paid for their honest work. To get the uniqueness of the coffee and that Kaldi is a prenium coffee brand - Arabic - you get the arabic styled font in gold. You have the three different coffees that the Kaldi brand provides, each with its own color code,
also outlined in gold. It is placed on a black background again to emphasise the uniqueness and exclusity of the Kaldi brand. A brand that is highend but not at the expense of the environment nor people, farmers.
Some sketches on logo >
SELECT ED A RA B I C CO FFEE
Aa
Source Sans Pro Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
TYPOGRAPHY The logo it self, Kaldi, is a mix between handrawn and an actuall font - ITC Simran. The punshline however is in contrast to the logo curved, organic and handrawn font. It is a sans serif, it has hard edges and strait lines. This font - Source Sans Pro, will be used on all written text that this Kaldi produces. It is only the logo that will be arabic inspired. The typography will be used in two styles - regulat and bold. The font used on all typography is - Source Sans Pro. It is a font with many
styles, and it fits several different languages, if Kaldi where to write in Norwegian (with three more letters than the english alphabeth) this would not be a problem. It also has all the signs needed in the average written texts.
FAIRTRADE Fairtrade is an alternative approach to conventional trade, is based on a partnership between the producers, and the consumers. Fairtrade offers producers a better deal and improved terms of trade. This allows them the opportunity to improve their lives and plan for their future. Fairtrade offers consumers a powerful way to reduce poverty through their every day shopping. When a product carries the well known FAIRTRADE Mark it means the producers and traders have met Fairtrade Standards. The Standards are designed to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade. SMALLHOLDERS Our work with smallholders will be world class, supporting them to organize, supporting them to build thriving businesses and good communities. In coffee, cocoa, cotton and sugar, we will only work with smallholders. We will focus on developing farmers’ organizational capacity, their ability to run businesses and to trade. Many Fairtrade smallholders groups are beacons of best practice, showing how smallholders can engage in trade. We will support them in their work. We will support groups to add value to their crops, eg. through improving quality or processing, and we will create more access to markets and finance. If you’re looking at a bag of Fairtrade coffee or bananas with a FAIRTRADE Mark, 100% of the product meets the Fairtrade Standards.
BROCHURE All the Kaldi packages will come with a borchure, this broshure is to enlighten the consumers about the fairthrade work, and how/what kaldi does to be a part of the Fairtrade comunity. This brochure tells the consumer about the quialityes that makes Kaldi a Fairtrade product, it describes the regulations and the goals of Fairtrade. It also gives the consumer the insight into Fairtrades work and what they do to make this world a better place.
Fairtrade is as many knows a trademark that only producers that has a conection, and a fair deal with the smallholders, the farmers, the first link, can be proud to wear. There are strickt regulations as to how the farmers shall be paid, treated and dealt with. However the Fairtrade mark also represents sertain eco friendly aspects. As there are regulations about how the producers must consider the environment. The produsers are responebul for their product all the way from seeding,
to harvesting, until it is in their hands and the way it get to the consumers. All thise aspects has to have a eco-friendly background, as far as it is possible. They have to make shure their farmers keep it to their rules, no toxic gasses or othervise damaging way of holding the product. No expanding, without taking natures needs ahead. No productions that will lead to an outrage of damaging gasses, and no packaging or materials zthat is dangerous for the environment.
Brochure - Kaldi and Fiartrade
PACKAGING DESIGN Kaldi’s packaging is 17cm x 17cm x 8,5cm, within the package you have three different tastes; 100% Arabic Bio, 100% Arabic Bio Decaf and 100% Espresso. They all have different color tones to make the tastes separate from each other. The tastes comes in flowpacks, where there are two capsules in each flowpack. COLORS The colors Kaldi workes with, is typical Arabic colors, they are clean brigth colors, colors that can be made by natural elements. They are based on usual arabic pigment colors colors that has been grinded and mixed by nature elements like roots, plants, soil etc. Thes colors become a powder, witch you bend wit special oils and/or water that can give you color to paint, work with colors on textile or simply make body work (mostly the type that is for cultural feasts, that are to be taken off after). These colors are typical for arabic textile, and art works. Kaldi choose these colors to tigthen the band between them and their orgin, their farmers and the history that Kaldi wish to share. The gold that Kaldi uses in its design and branding, is not only to emphazise the exclusivity of the coffee it selfes, and it is to point out and to further conect with the arabic expression. It is also so that coffe is called the black gold, and it to has an value sat by men. The box is black, on black, this is to emphazise the exclusivity to this brand. The package is made from all natural paper, and so it has a texture to it, a feel. The roughness of natural paper, this is to make the ethnical shopper more aware of the Kaldi package, as well as when they see the Fairtrade Mark that
adorns the front. The main package is the logo and pictogram on the front, the pictogram is an indication of the three tastes. On each side of the box there is information. On the right side there is information about the diferent tastes, and on the left side there is information about the ethnical aspects behind Kaldi. How Kaldi is 100% natural, 100% ethical and 100% ecofriendly, and what this means, both to the company and for the consumer. On the back of the package ther is the story of the goatherder, which brand has gained its name from - Kaldi. How he was the first to discover coffee. The box has an simple open and close mecanism. PATTERN The pattern that consumes the package, black on black , is an arabic inspired pattern. It is in contrast to the curved and soft arabig logo. The flowpack has the name of the tast, and the pattern in gold, on both sides. The logo is placed within the patter, to give it a feeling of whole. The capsules, however does not have a pattern, as it will make the text on it do difficult to read. The Log is to se on all the capsules, as well as the name of the spesific taste.
PET Both the Kaldi flowpack and the coffee capsule is made only on PET plastic. PET is globally recognized as a safe, recyclable packaging material. When measuring greenhouse gas emissions and energy consumption, PET containers has the best performance. PET plastic does not contain BPA. Most single-serve plastic bottles, including those for water, soft drinks and juices, are made with PET. Numerous tests have created a broad scientific consensus that PET is non-toxic
and is a safe material for the storage of food and beverages. Facts on PET supports the efforts of regulators to ensure that plastics are safe for the public through scientific testing and analysis. - facts@factsonpet.com
KALDI Kaldi is a new coffee brand. It is ea premium coffe brand meaning that it is a high quality coffee. It is 100% recycable, with the brand is very vigilant about. Kaldi has a widen primary target market, it consists of men and woman between the wide aspect of ages 20-60. They appreciate good quality coffee and they care for ethical and eco-friendly stances. They know to appreciate etchnical standards, and go shopping keeping this in mind. They will rather buy a more expencive coffee if that coffee is eco-friendly, natural and/or Fairtrade. They are both wealthy people and people with avarage wealth, the shop for both taste and ethnicals. Kaldi aim to be the alternative to the well know coffee brand Nespresso, they hope to acheve this status not only because of their coffees excellent taste and aroma, but also because of their ethnical standars. The feel they have an advantage and hope this will get more people to be even more avare about ethnicals in prenium brands, exclusive brands.
KALDI A WESTERN COFFE BRAND, WITH FOCUS ON THE ORGIN OFF COFFEE. SHARING THE STORY AS WELL AS FINDING THE ULTIMATE COFFEE BEANS, AND THE ULTIMATE FARMERS TO GROWING IT.
COFFEE FOR THE SENSETIVE TOUNGE, TO THE COFFEE LOVER, AND WITH THE ENVIRONMENT AND THE SMALLHOLDERS IN MIND. ECO-FRIENDLY AND AMAZINGLY GOOD.
KLADI IS A EXCLUSIVE COFFE BRAND THAT CAN BE COMPARED WITH NESPRESSO. HOWEVER, IN ADDITION TO AMAZING TASTE AND AROMA, KALDI GIVES THE CONSUMER AN EMOTIONAL ASPECT, YOU CAN MAKE A DIFFERENCE.
COMPERITORS PRENIUM COFFEE BRANDS, EXPENCIVE, THAT FOCUS ON THE TASTE AND HAVE A STRONG FOOTHOLD WITHIN THE BUISINESS
NESPRESSO A BRAND THAT IS LEADING WITHING PRENIUM COFFEE BRANDS. THEY FOCUSE ON TASTE AND AROMA, AND WANTS NOTHING BUT THE ABSOLUT BEST FOR THEIR CONSUMERS.
ALTHOUGH THE PRENIUM COFFEE BRANDS ARE KLADIS MAIN COMPETTITORS, FAIRTRADE COFFEE BRANDS WILL STILL BE CONSIDERED AS COMPETITION.