Joe is also the slang American name for coffee.Like the brand itself, it has a mood and character, which gives a vector for conceptual developments.ĭiving into a fantasy world: 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. That’s how we got the brand character, Joe Black. In this version, we played up the theme of black by making it a lastname. The second stage of the project was naming: One of the variants we suggested was Joe Black.
Discussing the motives of customers, we also realized that people buy 3-in-1 coffees to treat themselves, replace a more caloric dessert with a cup of coffee, save money, lift their spirits in the morning or after a hard day at work, or just to satisfy their curiosity.Ĭoffee culture, a new taste experience, alternative, variety, affordability – all these meanings formed the basis of future creative design. With the client’s team we decided to move forward, and the first stage of the project was a strategy session.Ĭoffee culture in an accessible format: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. Znak Coffee team came to us for help with this task. 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. About the client and the goals of the project: The coffee roasting company Znak Coffee was founded in 2015.
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