Title	PARETTO
Brand	SOYUZ COFFEE ROASTING
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
Remco Knol	Skybox Design Agency	Creative Director
Martijn Frinking	Skybox Design Agency	Design Director
Daniel Spaan	Skybox Design Agency	Client Director
Drago Lakic	Soyuz Coffee Roasting	Managing Director
Regina Vasilieva	Soyuz Coffee Roasting	General Manager
Daniel Spaan
Daniel Spaan
Daniel Spaan
Daniel Spaan
Daniel Spaan

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. One of the brands Soyuz is producing is called Paretto. This Brand is sold throughout Russia and aims for the upper classed Russians, which favors a good cup of quality coffee. A coffee brand which fits those who value quality in broadest sense. This brand offers 2 blends, which differ in strength of coffee. These strengths, blend numbers are visualized by using color tones to express the strength.

The Brief

Soyuz Coffee Roasting spent two years travelling the world in order to absorb everything concerning coffee and the craft of roasting. Being taught by the best barista’s in the world as well as building relations with some of the best farms throughout the world gave SCR the knowledge to build a coffee company that understands the passion for coffee. This process led to an interesting brief for us to create package designs for the Paretto blends. In this execution Skybox firstly aligned the Paretto blend with the corporate identity of Soyuz Coffee Roasting in order to visualize the relation between SCR and the other SCR bran: Barista.

How the final design was conceived

The brief we initially received contained a psychological sketch of the target audience of Paretto. This we took as a starting point to create a visual rich mood board resembling this target audience. But next to this also the brands they like and such. These moodboards were the actual input for the actual design proceedings.

Indication of how successful the outcome was in the market

Soyuz Coffee Roasting spent two years travelling the world in order to absorb everything concerning coffee and the craft of roasting. Being taught by the best barista’s in the world as well as building relations with some of the best farms throughout the world gave SCR the knowledge to build a coffee company that understands the passion for coffee. This process led to an interesting brief for us to create package designs for the Paretto blends. In this execution we firstly aligned the Paretto blend with the corporate identity of Soyuz Coffee Roasting in order to visualize the relation between SCR and the Barista brand. This we did 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; Barista.