ABOUT
BRAND AND PRODUCT
"HERE FOR THE FLAVOR, NOT TH E CAFFEINE".
DEKAF is a brand whose art lies in searching for the rarest coffee varieties around the world and carefully roasting them. At the heart of its philosophy is the idea that a true gourmet drinks coffee for the moment itself, for the interplay of flavors, depth, and nuances, rather than for the caffeine.
OBJECTIVES
The challenge was to create a sophisticated yet accessible image of luxury that would appeal to discerning coffee lovers who value the ritual, sensory pleasure, and expertise more than just a daily caffeine fix. And for all those who, for whatever reason, choose to drink decaf coffee but don’t want to sacrifice taste or quality.
SOLUTION
The slogan “HERE, IT’S ABOUT THE FLAVOR, NOT THE CAFFEINE” became the central concept and value that united all elements into a cohesive system, reflected in the tone and messaging. This idea is embodied in elegant and meticulously crafted original images of Monsieur and Madame—aesthetes and gourmets who, in the world of coffee, become imaginary guides to a world of pleasure. The gourmet and premium feel is reinforced by the predominance of black and subtle nuances in the form of the “papaya” orange and “cherry” red shades, attention to detail, and the confident typography in the logo.
Back to DEKAF coffee gourmet branding & packaging design project
Ani Plankova
Artist,Graphic Designer,Digital Artist Freelancer
Bulgaria
Elisabeth Grosse aka LIZITA
Graphic Designer
United Kingdom
Anna Osiecka
Graphic Designer and Illustrator
Poland