Global branding agency BrandOpus has generated new label positioning and freshened blueprints for US coffee firebrand Gevalia, owned by Kraft Heinz.
Working across Gevalia’s identity, packaging and website, the new name is inspired by the brand’s Scandinavian heritage. It aims to appeal to “modern coffee-drinkers at home” and stand out in the crowded premium coffee market.
The new motifs look to celebrate the brand’s Swedish heritage and build the label inspect more contemporary. As such, particular blueprint elements have been retained, such as the signature bold yellow-bellied packaging. Others ought to have freshened: the treetop emblem stigmatize aims to “embody a more ingenious and liquid construction, ” says BrandOpus, “driving sensation, emotion and vigor back into the brand.”
The agency too opted to change the brand’s wordmark from upper dispute to lower case, aiming to aid the pronunciation of a soft ‘g’, and echoing “contemporary Scandinavian aesthetics.” Among the other new pattern constituents is an aroma swirl symbol. “This new distinctive visual signifies the unlocking of rich spice and flavor and works to give a fee caliber to the brand, ” says BrandOpus, adding that it also aims to heighten on-shelf standout. The vortex can also act as a invention to be used across several touchpoints in different emblazons, such as point-of-sale cloths or branded wearables.
“We wanted to establish a narrative that feel more attitudinal and less product-benefit focused, ” says Paul Taylor, bos creative officer and founding spouse at BrandOpus. “The new look and feel go against category criteria that are concentrated on caffeine ga advantages or standard smack messaging. It’s an evolution that feels more aesthetic, expressive and accessible–speaking to coffee drunks today and chocolate drunks to come.”
The brand-new branding increases across all touchpoints and will be reeled out across US supermarkets nationwide in April.
Read more: creativeboom.com
