YCN Student Awards 2016
Jack Barnes Graphic Design
UCC Coffee
“Creatively re-launch Grand Café coffee to improve engagement with current and new customers”
Grand Cafe Coffee is the suplier of UCC Cofee which produces coffee intended for non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers. They have asked to improve engagement with current and new customers via a creative relaunch. They want to make it an iconic visual brand by visually re-thinking and revitalising the brand, creating designs that will not only communicate what great coffee Grand Café is, but also the good that it does. The brand has several variants and the identity would have to apply to all of them. I will perform extensive research before developing a concept which will fulfill these ambitions.
UCC Coffee Core Values
• Promoting the social and economic benefits of certified coffee whilst providing a feel good factor and peace of mind. • Committed to industry certifications • Personality - Educated/ knowledgeable/travelled/down to earth/respected/direct/academic/ possesses gravitas • Tone of voice - friendly/accessible/ no jargon/matter of fact
The above notes highlight how Grand Coffee values their UCC Coffee product and these should be taken into account and celebrated in their revitalised brand. Their identity needs to be friendly, inviting and accessible whilst still sustaining a respected personality, and promoting their economic and environmental efforts.
it’s very earthy
Wells Coffee
cracking colours though
Yardstick Coffee
FIKA
Dollop Coffee & Tea
Coffee Cats
Logos.
existing identity
Grand Cafe’s existing logo is quite simple and minimal with the typeface being used making the brand appear to be exotic, natural and tropical in nature. I think the logo mark, if displayed without the type, does not really bear any resemblence to the representation of coffee. Again, greens help to reinforce their tropical, earthy aesthetic. It conveys a positive vibe.
Grand Café
Grand Café
Grand Café
Grand Café
Grand Café
Grand Café
AND R G
CAFÉ
Grand Café logo experimentation
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Grand Café
Grand Café I experimented with creating an alternative identity for the Grand Cafe product. First, I decided to look at an alternative typeface to accompany the existing logomark because I didn’t think the existing typeface was suitable. I then experimented with the existing logomark because I felt that the existing green rounded square constricted the logomark. I felt that this was an imporvement and made the logo look more cleaner. Branching out from the similar reimagining of the existing logo, I developed a ‘badge-styled’ logo for Grand Cafe. I quite liked this idea as it took advantage of a contemporary ‘style’ and I felt like it would accomodate the existing flavours well.
AND R G
CAFÉ
chosen logo
AND R G Grand Café Fairtrade
CAFÉ
AND R G Grand Café Fairtrade Decaf
CAFÉ
AND R G Grand Café Rainforest
CAFÉ
AND R G Grand Café Triple Certified
CAFÉ
This was the finished identity for the Grand Cafe rebrand. I believe it fulfills all the desired criteria that UCC wanted the product to be presented as. I believe the vivid colours and minimal identity brings the brand to life. It’s revitalised compared to the previous corporate identity. It communicates what grand cafe coffee does for both their audience, and the plantation growers and the good grand cafe cafe does for them.