I have broken down the Coffee for the Conscious strategy and brand into three concepts;
Conscious mind - no guilt coffee due to the ethically sourced beans.
Conscious body - coffee that is high in antioxidants from grape seed extract.
Conscious earth - compostable, biodegradable or recyclable packaging.
The brand provides their customer with award-winning specialty coffee whilst adding the benefits of grape seed extract. The grape seed extract is a dietary supplement with high antioxidant content that can help prevent disease and protect against oxidative stress, tissue damage, and inflammation. The team is focused on conscious consumption and uses only biodegradable, compostable capsules, ethically sourced beans, and all products are freshly packed in Australia. I found it important to showcase all of this within their visual identity.
I have created a brand and packaging that showcase their dedication to sustainability, health and most importantly, coffee. To make Coffee for the Conscious stand out from the crowd, I introduced a purple colour palette, to lean into the grape seed ingredient for most products. Most of their competitors have a mainly brown aesthetic, so the difference in just the colour alone separates them when placed on a shelf. I created a bespoke CC monogram logo that reflects the sustainability focus of the brand out of the C in coffee and the C in conscious. The letters wrap around each other, meeting together with a delicate leaf illustration. The brand font chosen is Domaine Display from the Klim Type foundry as I felt the sharp, elegant serif was a perfect fit for the brand. Mature but with a certain flair.
Patterns followed of the CC, which brings quirky life to the packaging. I have designed four lots of packaging, three pod varieties, and a yet-to-be-launched instant sachet variety. The varieties with grape seed extract have a strong purple focus, with the Australian blend leaning on the cream and coffee colours in the brand palette.
The brand was rolled out on several platforms, including website, stationery, packaging, and social. I designed for every platform, using Squarespace commerce for the website design.
Coffee for the Conscious launched in early 2021 with their own website and initial stockist within Brisbane city. They have now grown to three stockists in a couple of months, with a new range of Australian grown beans launching in May 2021. Sales have steadily increased, with a new marketing budget from July 2021 hoping to launch the brand firmly into the wellness category of conscious coffee consumption. We are currently designing merchandise to be sold with the brand, such as mugs and shirts.