Title	BAZAR COFFEE
Brand	BAZAR COFFEE AND TEA
Product/Service	BAZAR COFFEE
Category	E02. Drinks
Entrant	SUNSHINE AND SAUSAGES Amsterdam, THE NETHERLANDS
Idea Creation	SUNSHINE AND SAUSAGES Amsterdam, THE NETHERLANDS
Production	CAKE FILMS Amsterdam, THE NETHERLANDS
Production 2	FFWD FILM Hilversum, THE NETHERLANDS
Additional Company	BAZAR COFFEE Houten, THE NETHERLANDS

Name	Company	Position
Lennard Freij	Sunshine and Sausages	Senior Art Director
Paul van Vliet	Sunshine and Sausages	Senior Copywriter
Jeroen Huisman	Sunshine and Sausages	Managing Partner
Elmar Hamelink	Sunshine and Sausages	Designer
Michiel Meewis	CAKE Film & Photography	Photographer
Audrey Ceuppens	Bazar Coffee	Portfolio Manager Hot Beverages
Frederique van Waning	Sunshine and Sausages	Project Manager
Bas Boterman	Sunshine and Sausages	Creative Director
Niels Streckfuss	Sunshine and Sausages	Creative Director
Michelle Schippers	Sunshine and Sausages	Project Manager
Alexandra Asperslag	Sunshine and Sausages	Project Manager
Nenah Bonarius	Bazar Coffee	Marketing
Ellen Snel	Bazar Coffee	Assistent Portfolio Manager
Sanne Kreijenbroek	Bazar Coffee	Account Manager

The Campaign

How many relationships have started over a cup of coffee? How many meetups have had coffee as their alibi? How many stories have been witnessed and fueled by that silent, always-present product on the table? BAZAR Coffee is your ultimate conversation starter - and its new verbal and visual identity will make sure to emphasize this facilitating role in all touchpoints thinkable. On-pack, for example, we read how BAZAR will not brag about its rich, refined flavour. It will not elaborate on the top quality of its beans, selected by hand and delivering a memorable sensation every single cup. No. Instead, it asks you to go ahead and taste it. Because one sip says enough. In a voiceover, the brand, again, does not brag about itself, but praises and celebrates all types of chitterchatters, bluffers and brainiacs out there savouring their conversation over a cup of coffee.

Creative Execution

All design choices made revolve around the creative concept that shaped the brand’s new and lighthearted identity. The overall impression and composition is peaceful, minimalistic and balanced. Chosen colors are earthly, modern and subtle. Fonts and materials are, again, about facilitating rather than asking for attention themselves. This scheme of design choices has been executed throughout all the brand’s identity carriers: the new logo (a coffee cup and a speech cloud in one), packaging (staging product explanation, titles and numbers as actual design elements), crockery (only reveiling the brand’s logo inside the cup), website design (with photography staging consumers, pictured in right in the act of talking, as a center piece - while depicting product shots as a piece of art), side products’s packaging (milk, sugar, cookies, take-away cups) and last but not least a brochure.

Indication of how successful the outcome was in the market

Thanks to BAZAR's repositioning and rebranding, the brand's negative market development has been stabilized - after three years of a steady decline. As 2014 and 2015 showed seriously disturbing results (around -6% each year), 2016 (when the new BAZAR was introduced) showed a stabilization of this development. BAZAR's clients generally are very happy with the new brand identity (although exact measurements will still have to be made). That is why 2017 is anticipated to finally demonstrate growth for the brand again.

BAZAR’s new creative standpoint called for a subtle touchpoint strategy that would at once be present (after all, the brand’s redesign and new identity is worth paying attention to) and absent (our new role dictates it should never be about us, but about our consumer and his stories). This tension has vividly taken shape throughout all BAZAR’s touchpoints, which are, in themselves, again chosen not to cause a stirr, but naturally blend in with your normal coffee routine. On pack, we describe how we will not brag about ourselves, but let you be the judge. On our website, we do the same. A voiceover introduces the revised brand simply by putting all types of consumers (and not ourselves) on a pedestal – on one condition: that they have something to talk about.