Title	BARISTA COFFEE
Brand	SOYUZ COFFEE
Product/Service	COFFEE PRODUCER
Category	D02. Beverages (alcoholic/non-alcoholic)
Entrant Company	SKYBOX DESIGN AGENCY Amsterdam, THE NETHERLANDS
Advertising Agency	SKYBOX DESIGN AGENCY Amsterdam, THE NETHERLANDS

Name	Company	Position
Martijn Frinking	Skybox Design Agency	Design Director
Remco Knol	Skybox Design Agency	Creative Director
Daniel Spaan	Skybox Design Agency	Client Director
Drago Lakic	Soyuz Coffee Roasting	Managing Director
Regina Vasilieva	Soyuz Coffee Roasting	General Manager

Brief Explanation

Soyuz Coffee Roasting, a Russian based coffee roasting company, simply loves coffee. They feel that the coffee bean is a fascinating element, because of the belief that nothing is this simple and yet that difficult at the same time. Their philosophy is that coffee is a good with a very complex character, multi-faceted and unpredictable. ‘Coffee opens up only to those who devote to it a lot of time and provides energy to those who ponder over it and admire it’. SCR wants to spread the knowledge about coffee, as far as possible, to let everyone know how wonderful this drink can be. SCR is a coffee roaster and exactly that craft of coffee roasting is what SCR knows best. SCR demands the same levels of commitment to know-how from all of the people they work with. The result of this mutual understanding is a full-flavored, balanced, and easily recognizable taste of its coffees.

The Brief

One of the brands Soyuz is producing is called Barista. This Brand is sold throughout Russia and aims for the middle classed Russian which favor a good cup of quality coffee. A coffee brand which offers true value for money. This brand offers 4 blends, which differ in strength/taste of coffee. These variety in strengths, blend numbers are visualized by using color tones to express the strength.

How the final design was conceived

The brief from client contained a psychology sketch of the target audience. Exactly this we took as a starting point by creating visual resemblance with these sketch. This we visualised by photography moodboards in order to get a feel on this particular target audience and especially their perception on brands and such. Next to this our client set as a goal that the Barista brand needed to have some kind of visual resemblance with the Soyuz Coffee brand.

Indication of how successful the outcome was in the market

We created a Barista brand that truly matches the Soyuz Coffee Roasting brand, this by creating patterns for the various blends to match the corporate identity. Next to this the pictograms developed were tailor made as well in order to create a consistently strong brand. This also created a visual relation to the other SCR brand, Paretto. Further we created subtle varnish finishes which create packages for these Barista blends, which together create a strong brand ‘wall’, being a qualitative brand on it’s own.