Mateus Matos Montenegro ᱨᱮᱱᱟᱜ Cafe Soul ᱫᱮᱠᱷᱟ ᱠᱟᱹᱢᱤ: ᱫᱤᱠᱷ ᱯᱟᱨᱤᱪᱭ (Visual Identity) ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2022
Cafe Soul ᱫᱮᱠᱷᱟ ᱠᱟᱹᱢᱤ: ᱫᱤᱠᱷ ᱯᱟᱨᱤᱪᱭ (Visual Identity)
Mateus Matos Montenegro ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Cafe Tunico
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#117271 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Cafe Soul ᱫᱮᱠᱷᱟ ᱠᱟᱹᱢᱤ: ᱫᱤᱠᱷ ᱯᱟᱨᱤᱪᱭ (Visual Identity) ᱵᱟᱵᱚᱛ ᱛᱮ
ᱯᱩᱛᱷᱤ ᱚᱲᱟᱜ: ᱠᱟᱯᱷᱮ ᱥᱳᱩᱞ ᱢᱮᱱᱛᱮ ᱢᱤᱫ ᱠᱳᱯᱷᱤ ᱵᱨᱟᱸᱰ ᱞᱟᱹᱜᱤᱛ ᱢᱤᱫ ᱫᱤᱠᱷ ᱯᱟᱨᱤᱪᱭ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱾ ᱥᱮᱸ ᱠᱳᱯᱷᱤ ᱥᱟᱶ ᱥᱟᱭᱪᱟ ᱴᱟᱠᱟ ᱟᱨᱮᱵᱤᱠᱟ ᱵᱤᱡᱟᱹ ᱠᱷᱚᱱ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱟᱨ ᱟᱭᱢᱟ ᱮᱢ ᱚᱠᱛᱚ ᱨᱮ ᱮᱢ ᱚᱪᱚᱭ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱯᱟᱨᱤᱪᱭ ᱨᱮ ᱢᱤᱫ ᱢᱳᱰᱩᱞᱟᱹᱨ ᱞᱳᱜᱳ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭᱮᱱᱟ ᱡᱟᱦᱟᱸ ᱨᱮᱭᱟᱜ ᱮᱞᱤᱢᱮᱸᱴ ᱠᱳ ᱢᱤᱫᱴᱟᱸᱜ ᱛᱮ ᱡᱩᱲᱟᱶ ᱠᱟᱛᱮ ᱟᱡᱟᱹᱨᱭ ᱟᱨ ᱴᱮᱠᱥᱪᱟᱹᱨ ᱛᱮᱭᱟᱨ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ ᱾ ᱫᱤᱠᱷ ᱵᱚᱞᱟᱸᱜ ᱦᱟᱞᱠᱟ ᱟᱨ ᱫᱟᱲᱮᱭᱟᱜ ᱠᱟᱱᱟ, ᱟᱨ ᱱᱟᱶᱟ ᱟᱨ ᱫᱟᱲᱮᱭᱟᱜ ᱜᱷᱚᱲᱚᱠᱚᱼᱟᱜ ᱩᱯᱚᱵᱳᱜᱛᱟᱠᱚ ᱠᱚᱡ ᱛᱟᱭᱚᱢᱜᱮᱭᱟᱜᱼᱟ ᱾ ᱯᱮᱠᱮᱡᱤᱝ ᱮᱴᱟᱜ ᱟᱞᱩᱢᱤᱱᱤᱭᱟᱢ ᱥᱟᱲᱴᱮ ᱨᱮ ᱯᱩᱸ ᱨᱚᱝ ᱯᱨᱚᱥᱮᱥ ᱟᱨ ᱯᱩᱸ ᱯᱮᱸᱴᱳᱱ ᱨᱚᱝᱠᱚ ᱥᱟᱶ ᱪᱷᱟᱯᱟ ᱟᱠᱟᱱᱟ ᱾ ᱮᱭᱟ ᱥᱟᱸᱠᱷᱭᱟ ᱵᱟᱨᱭᱟ ᱛᱮ ᱮᱭᱟ ᱥᱟᱛ ᱜᱷᱚᱨ ᱦᱚᱲ ᱠᱚᱨᱮᱭᱟᱜ ᱠᱚᱛᱷᱟ ᱠᱚᱣᱟᱜᱼᱟ ᱡᱟᱦᱟᱸᱠᱚ ᱱᱚᱶᱟ ᱠᱷᱮᱛ ᱪᱟᱞᱟᱣ ᱠᱚᱣᱟᱜᱼᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Cafe Soul ᱫᱮᱠᱷᱟ ᱠᱟᱹᱢᱤ: ᱫᱤᱠᱷ ᱯᱟᱨᱤᱪᱭ (Visual Identity) ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Cafe Soul ᱫᱮᱠᱷᱟ ᱠᱟᱹᱢᱤ: ᱫᱤᱠᱷ ᱯᱟᱨᱤᱪᱭ (Visual Identity) ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- Cafe Soul brand was born from the need of Cafe Tunico, a family brand, on a farm managed by the 7 children of Mr. Tunico, to have 100 percent Arabica coffee that is even more popular and accessible, yet in a very competitive market share. So there was a need for Cafe Soul to stand out, breaking the barriers of the popular, while maintaining the same quality of its tradition and work.
This is how Cafe Soul came about, a coffee for all, for workers and lovers of good handcraft coffee, of the highest quality and at an affordable price to all social classes. - ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The packaging materials are still under development, looking for the possibility of producing with recycled plastics and taking care to bring the same brand experience.
- ᱴᱮᱜ ᱠᱚ
- Coffee, soul, cafe tunico, tunico, budget, handcraft, handmade, premium
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- For the packaging, it was used a four-color print process with 4 specific pantones colors, PANTONE 7667 C, PANTONE 2577 C, PANTONE 2756 C and PANTONE 2597 C, in an aluminum structured package.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The big creative challenge was to develop a brand for a new market, one with 100% Arabica coffee at affordable prices, and trying to reach younger and new generations. All that and competing with cheap brands and their saturated market.
Based on the inspiration, the design is a changing, young, modern visual pattern that adapts to different shapes and elements. A design that is not unique, but that plural with Joy, Plurarity, the Soul, and an element that referred to its umbrella brand, Cafe Tunico, the number 7 of the seven children of Mr. Tunico, who plant and produce as a family. - ᱜᱚᱵᱮᱥᱚᱱᱟ
- From a marketing survey among consumers of budget coffee brands, we saw an empty space for high quality coffees at an affordable price for everyone.
In the survey, we also concluded a failure to communicate with younger consumers entering the job market. A community that values quality at a fair, inclusive and light price.
Within those two premises, Cafe Soul was developed to reach everyone in this new and ever evolving society.
A pre-marketing was carried out before launching on the market, which takes place in the second half of 2022. With that, it is already well accepted wherever it is presented. - ᱯᱨᱮᱨᱚᱱᱟ
- Soul coffee was created aiming a lighter, younger and more inclusive language.
The concept is based on carpe diem, living well, living in harmony and, at the same time, not taking life too seriously. It makes us feel good in every way, from the smells to the tasting, feeling the flavor and being enveloped by its properties, a unique and FUN experience of well-being after having a cup.
A democratic quality coffee. Soul is in the essence of each one. It is at the heart of pluralism and diversity. Soul is in the essence of coffee,
IT IS COFFEE WITH SOUL. - ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in January 2021 in Minas Gerais, Brazil, and finished in January 2022.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The elements of the logo transform and interact, creating an unlimited number of faces and textures, bringing the whole concept of the brand of its youth and lightness, setting it apart from all its competitors. A design for everyone, a concept of diversity and representativeness. A coffee for everyone and every occasion. Fresh, Fun, Light and Young.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Designer: Mateus Matos Montenegro
Copywriter: Ricardo Montenegro Pessanha
ᱥᱯᱚᱱᱥᱚᱨᱰ
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