The backstory of the coffee brand
KOLORO was approached by a Ukrainian entrepreneur who decided to launch coffee on the market. Its unique selling proposition is kraft grain roasting equipment. The challenge was to create a brand from scratch. Coffee naming, packaging design development of coffee brand positioning was required.
Analysis of the Ukrainian coffee market
From the research conducted by KOLORO analysts we found out the prepackaging of competitors’ brands, assortment line.
One insight was the information that consumers prefer honest weight of goods, round numbers: 500 or 1000 grams.
The advertising campaigns of coffee brands aim to play up the liveliness or enjoyment that the beverage provides.
Premium segment manufacturers often opt for minimalistic packaging design.
The images of coffee cups and beans are most often seen on the packaging.
Building a market entry strategy
The new product was planned to be sold in medium and large retail. We decided to build our positioning on craft equipment and old-fashioned methods of hand-roasting coffee.
Naming for coffee
Brainstorming
The naming started by collecting an associative series. We took another look at the research data, studied competitors’ communication and highlighted themes and terms that CAs associate with coffee:
- morning;
- flavor;
- awakening;
- vigor;
- Paris;
- sidewalk cafes;
- warmth;
- care;
- cigarettes.
This associative series became the starting point for the naming.
Coffee naming: the initial stage
Naming at KOLORO always takes place in 2 stages. At each, we present the client with 10 name options that are selected from a cohort of 300-500 options. Among the choices, 3 name directions were presented:
- associated with the premium origin of the product;
- Ukrainian dialectisms and obsolete words;
- names that are associated with the place of origin of coffee beans – the territories of South America and central Africa.
Testing on CA
We check the selected variants for uniqueness, cuteness and associative range. The ToR stated that the customer’s immediate plans include exporting the goods to neighboring countries. The start was planned from Moldova.
We test the names on the target audience. The name MAVA, as well as other presented variants, showed a high level of memorability and the associations with it were positive.
Presentation
During the presentation phase, the client chose MAVA. In addition to the advantages described above, he liked the brevity of the name and the simplicity of its lettering.
Advantages of the chosen name
The name carries 2 messages, each of which is read by a different part of the target audience. One segment of the target audience reads the Ukrainian origin of the brand in the name. The second segment saw the root “beckon” and the word “mania” in the name. This idea is partially reflected in the packaging design, but more about that below.
KOLORO provides naming services. Get in touch and tell us about your project. Our experts will do the rest.
Coffee pack design options
The packaging design had to reveal the name, to complete the image we created during the naming stage. The main goal was to get away from the formulaic associations with cups of coffee, scattered beans and clouds of steam.
Coffee packaging design
The client chose the concept of “Values”. The packaging consists of 2 main colors: white and gold. The top features a silver pattern inspired by the cultural heritage of the ancient civilizations of Latin America.
In the center of the upper part of the package there is a flat illustration of a ritual mask – an identifying element. The logo is shown in the center and a soft font is chosen for it.
You can order the development of packaging design, logo and fonts in the branding agency KOLORO. Write to the manager in the contact window and he will send you a quotation.
Creating a UTP of a coffee brand
UTP is based on the origin of coffee beans – plantations in South America and a special method of manual roasting, which is possible due to the availability of special equipment and the application of methods of European coffee masters of the 20th century.
Development of reinforcing texts
The slogan of the brand is the phrase “Scarbies of forgotten civilizations”. We use it on our packaging and offer to promote it as an advertising slogan.
Creating a package cutout
We have prepared 2 cuts, for 500 gram and 1000 gram packaging. The material is metallized propylene. The surface of the coffee packaging is matte, with semi-matte metalized inserts.
Prepress preparation of packaging for gravure printing
The gravure printing method allows you to create high-definition images. Thanks to him, all the shades. that we chose for the packaging were perfectly reflected on the packs.
Author's supervision of packaging production
Each such project is supervised by an assigned manager from the receipt of the application to the production of the first batch of packages. He oversees the printing of the batch, and can react quickly and communicate with technologists during the process to make sure everything goes smoothly.
MAVA is one of dozens of realized KOLORO projects, which you can already find on the shelves of supermarkets, in cafes and restaurants. Read about other successful projects in the portfolio section.
