Brand identity design process for a coffee maker

What is Karnatic Coffee?

Why a brand design is a requirement for such a well-established brand?

Looks good !! what is wrong here?

If I break this down the business goals are focusing mainly on a couple of points:

  1. Introduce the brand to a new audience with a completely new identity. No more unbranded take-home coffee packets !!
  2. Build an experience that the customer would love to use. Do consider the growing modern technology and make it an integral part of the design. How would it be if an age-old brand 2 decades-old use technology for their business operations?
  3. The design should speak quality, legacy and love for coffee.

Hence the brand needs the following to achieve its goals :

  1. Brand Identity design
  2. Product design
  3. Brand content strategy

The Brand Identity Design process

The user study — Caféphile

The interests mainly fell under 3 categories :

  1. Direct interests: These are the first impression creators. Direct interests are any coffee lover’s first level expectation
  2. Indirect interests: These are those interest that coffee lovers want sub-consciously. He doesn’t ask for it or opens admits that he wants, but his mind has already started creating a picture of expectation.
  3. Deeper emotional interests: These are the deeper motivation that driven any coffee lover to stay loyal or turn anyone into the coffee environment.
Interest Mapping

Behaviour study around the coffee market

Competitive benchmarking

  1. Cafe Coffee Day
  2. Starbucks
  3. Barista
  4. Gloria jean’s coffee
  1. G-Shot Coffee Roastery & Cafe, Goa
  2. Curious Life Coffee Roasters, Jaipur
  3. Third Wave Coffee Roasters, Bangalore
  4. Coffee Culture, Mumbai

The understanding

Conceptualisation

Final Design

Application Strategy

Menu

The Takeaway

The shop Identity

The App-Experience

  1. Connecting with the cafe wifi
  2. Exploring menus
  3. Placing order
  4. Track order
  5. Checking their profile status
order progress in your watch
order detail in your watch

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