Coffee subscription box startup Blue Coffee Box came to us looking for an exclusive and fresh brand identity. Focused on quality and exclusivity, the main branding strategy work involved building a better picture of the ideal customer buying coffee. Once target audiences had been defined, we designed an identity that sat well within the high end market whilst not being stuffy or pretentious.
The rise of delivery services has taken hold in the UK with increased demand for everyday products as people have less time to shop – Blue Coffee Box came to us with a coffee subscription delivery service at very early stage startup. They knew they had the best coffee around but how do you communicate that in a strong brand identity?
We defined our target demographics as consumers 35+ who enjoy the finer things in life. Better than average disposable income. Busy foodies working long hours who like to indulge in new food/drink but have no time to source. No time but high in taste. They enjoy entertaining at home with dinner parties to show off new food gadgets and artisan food bought from local markets/deliveries.
All of this information allowed us to design a brand that fits within this space alongside brands like Ocado, The White Company and Molten Brown.
As a premium subscription the brand needed to do something to differentiate itself from other players in the market.The ‘Unboxing’ phenomenon is not slowing down and consumers still enjoy the excitement of opening a box as it seen as a gift, we focused on this in the brand identity.
The brand has been designed with it’s target audience in mind, with lifestyle blog posts and aspirational Instagram sharing being key to the success of the launch. Other logos in the aspirational space tend to be black and white, introducing the blue helps the logo stand out when shared on social media and blogs and of course – the brand name is Blue Coffee Box. Not Black Coffee Box.
Following our proven methodology of brand research before commencing any logo design and branding pages we were able to clearly define who we were targeting. Knowing our audience, we were able to create a stunning, fresh logo that stands out when used offline and online.
Used across brand packaging, website design and marketing material the distinctive and clever logo design, nods at the box shape with the positioning of the type and stands out in the crowded subscription box market.