plush
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Explore the nuanced flavors of Africa's premier coffee regions. We source exceptional single-origin beans from Tanzania, Angola, Ethiopia, Kenya, Rwanda, and Madagascar, meticulously roasting them in-house to unlock their distinctive character.
PROJECT OVERVIEW
Client: Plush Plush
Project brief:
Concept, Digital Branding, Logo Design, Logo Video Presentation, Web Design, Scroll Animation Effect, Hover Effect, UI/UX Experience, Device Optimisation (Desktop, Tablet, Mobile), Screen Design, Micro Animations, Interactions, Online Product Shop, Payment Integration, Brand Identity, Stickers, Print Tests, Business Cards, Coffee Packaging, 3D Mockups.
A Journey Through the African Savannah: Branding a Coffee Experience
For this project, we embarked on a journey to capture the essence of Africa's rich coffee heritage and vibrant cultures. Our goal was to design a brand identity that would resonate with European coffee enthusiasts, transporting them to the heart of the African savanna – the birthplace of these exceptional beans.
Concept: Elevating African Coffee Heritage for the Discerning European Market
This concept aims to introduce the rich diversity and unique flavours of African coffee to a discerning European market. The brand identity emphasises authenticity, celebrating the distinct origins and cultural traditions that give rise to these exceptional beans.
Provenance: The concept highlights the specific African regions (Tanzania, Angola, Ethiopia, Kenya, Rwanda, and Madagascar) where the beans are meticulously sourced. This focus on single-origin transparency appeals to European consumers who value quality and ethical practices.
Cultural Connection: The brand incorporates subtle design elements inspired by traditional African textiles and patterns, paying homage to the cultural heritage embedded within each bean. This demonstrates a respect for origins and builds a deeper emotional connection with consumers.
Logo Design:
The word "Plush" forms the foundation of the logo, rendered in a bold yet rounded typeface. This typeface choice creates a sense of warmth and approachability, aligning with the brand's desire to introduce African coffee in a welcoming way.
The typeface, while modern and clean, could incorporate subtle design hints inspired by traditional African patterns or motifs within the negative space of the circular elements. This adds a touch of cultural celebration and reinforces the brand's commitment to its African heritage.
Full Circles: The letters "p", "u", and "h" feature prominent circular shapes within their negative spaces, representing the full-bodied and well-rounded flavors of the coffee.
Half Circle: The letter "l" intentionally features only a half-circle in its negative space. This could symbolize the journey of the coffee bean, from its origins in Africa to its final transformation into a satisfying cup.
Color Palette:
As designers, we carefully selected a color palette that reinforces the brand's core message of choice and decision-making. The white text paired with a black background establishes a neutral foundation for the brand identity. This stark contrast emphasizes the importance of the message being conveyed.
To directly represent the binary nature of choice, we incorporated two additional colors: red and blue. These colors hold undeniable symbolism, as they directly reference the iconic red and blue pills from The Matrix that inspired our concept.
The Psychology of Color
We recognize the inherent power of color psychology. Red, a bold and vibrant color, often represents passion, action, and energy. Blue, on the other hand, is traditionally associated with calmness, trust, and reflection. By juxtaposing these colors, we aim to convey the potential consequences of choice—the possibility of a stimulating, energetic outcome, or a more introspective, grounding experience.
Web Design and UX (User Experience):
Our goal for this coffee brand website was to create an immersive experience that translates the concept of choice into a visually engaging and memorable online journey. Inspired by The Matrix and the red vs. blue pill dilemma, the website challenges users to consider even the most mundane decisions, starting with their morning coffee.
One-Page Scroll with a Twist
We employed a single-page scrolling format to guide users through a seamless and uninterrupted journey. However, we deviate from traditional scrolling experiences by incorporating dynamic and playful animation effects. This adds a sense of intrigue and keeps users engaged as they explore the website.
Glitch Effects and Distorted Typography
Drawing inspiration from The Matrix, we strategically incorporate intentional glitch effects throughout the website. Text elements might subtly flicker, distort, or appear as if they're suffering from a digital malfunction. This reinforces the brand's connection to the film, while adding a touch of playful mystery to the user experience.
Binary Code as a Visual Motif
We use binary code as a recurring visual theme. Scrolling videos featuring streams of 0s and 1s interspersed with thought-provoking text prompts remind users that even simple choices are coded into the fabric of our daily lives.
Gamified Coffee Selection
When it's time to choose between the two coffee products, we present a gamified decision point. The red coffee bag and the blue coffee bag are playfully positioned as choices "1" and "0" within the context of binary code. This lighthearted approach acknowledges that even coffee selection can be seen as a series of ongoing choices that influence our days.
Overall UI/UX Philosophy
The website's UI/UX places a strong emphasis on visual storytelling, interactivity, and a sense of playfulness. We want users to see their daily choices, starting with their morning coffee, as moments of power and potential. While the overall look and feel are bold and unconventional, we ensured that navigation remains intuitive. This allows users to discover all the brand has to offer, from its unique coffee products to its philosophy on choice.
Zurich
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