Cafe Soul
Visual Identity and Brand Design for Cafe Tunico
With the challenge to deliver a family owned handcrafted quality 100 percent Arabica coffee to be accessible to everyone's essence, styles, tastes, preferences and faces. Soul is at the heart of pluralism and diversity, appropriating that for the purpose of a lighter, younger and more inclusive communication and design. A brand designed to transform and interact, creating an unlimited number of faces and textures, bringing up the whole concept of the brand's diversity. Soul is in the essence of coffee; it is coffee with a soul.
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Download Press Kit № 117271 Visual Identity and Brand Design for Cafe Tunico by Mateus Matos Montenegro to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Cafe Soul by Mateus Matos Montenegro
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Visual Identity and Brand Design by Mateus Matos Montenegro
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Mateus Matos Montenegro Cafe Soul
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Mateus Matos Montenegro Visual Identity and Brand Design
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Mateus Matos Montenegro Designer Portrait Photo
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Cafe TunicoBrand Logo
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Cafe Soul Visual Identity and Brand Design Press Releases
Press resources for Cafe Soul are offered in several languages: English.
Cafe Soul Visual Identity and Brand Design Media Articles
Ready for your features: articles on Cafe Soul in various languages, including Spanish, English, Portuguese, Italian, Dutch, Indonesian, Korean, Japanese, Russian, Chinese (Mandarin), Hindi, Turkish, German, French and Arabic (Standard).
Unique Properties
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.
Tags
Coffee, soul, cafe tunico, tunico, budget, handcraft, handmade, premium
Production Technology
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.
Design Challenge
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.
Project Duration
The project started in January 2021 in Minas Gerais, Brazil, and finished in January 2022.
Operation Flow
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.
Research
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.
Inspiration
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.
Project Overview
Cafe Soul Visual Identity and Brand Design has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Image Credits
For design images and photos please credit Mateus Matos Montenegro.
Bronze Recognition
Mateus Matos Montenegro was recognized with the coveted Bronze A' Design Award in 2022, a testament to excellence of their work Cafe Soul Visual Identity and Brand Design.
Mateus Matos Montenegro Press Releases
Explore the world of Mateus Matos Montenegro through our press releases, designed for media members to use freely and enrich your content. Unlock 6 press releases now, directly accessible to journalists.
Cafe Soul: A New Brand of Inclusive and Affordable Coffee
Introducing Cafe Soul, a new brand of 100% Arabica coffee designed for inclusivity and affordability, set to launch in the second half of 2022.
Mateus Matos Montenegro Newsroom
Discover outstanding design and award-winning initiatives in the Mateus Matos Montenegro Newsroom.
