Strategy & Design

Brewtiful

Naming, Brand Identity, Packaging Design, Communication

 
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Hello, Brewtiful

Brewtiful is a new way of enjoying coffee — while you’re shopping. It’s an espresso bar that acts like a guest in premium retails. It only serves specialty coffee, to go. The freshly launched business already has 6 bars throughout the country in Bucharest, Cluj-Napoca, Baia-Mare, Timișoara and Constanța. 

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Brew-Brew-Brewtiful

Specialty coffee is the ultimate coffee you can drink on the planet. The taste of it depends on every little detail from farm to cup, including the openness of the drinker. Brewtiful makes sense as a name because it gives the drinker the liberty to fill it with meaning. 

Brewtiful speaks about proper artisanal coffee making, but it doesn’t look down on others. It’s universal, but quirky and exciting.
— Laura
 
 
The name does the job by itself. It’s enough to create a visual language that you recognize on the cups.
— Alin
 
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Fixed Identity is overrated

Brewtiful has a versatile identity. Unlimited potential for variation. The wordmark can take any shape, as long as it keeps the hand painted signage feel and the retro look. The colour palette is inspired from Wes Anderson’s movies.

 

I'll have the blue one, please

Each cup has its own color, so you don’t have to remember the name of the drink. 

 
 Blue is for Long Black, Laura's favorite

Blue is for Long Black, Laura's favorite

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The coffee spot

Brewtiful is exactly that. You go to your favorite store to buy shoes and you grab a quick but amazing coffee at the coffee spot. The bar adapts its signage from one space to another to blend in.

 Created with passion by Bogdan, produced with care at  Fabrik

Created with passion by Bogdan, produced with care at Fabrik

The coffee look

Black and brown are the dominant colours in communication. The visual style complements the vivid cups with a more reserved, artisanal look. 

Fidel resembles the stencils on coffee bags. Bree contrasts it with a more feminine feeling.
— Bogdan
 
 Photoshooting at Luigi Cazzavillan Park, Bucharest

Photoshooting at Luigi Cazzavillan Park, Bucharest

The world of specialty coffee has something experimental about it. We took this into our work, including when we searched the city for interesting places for the product shots with photographer Adi Tudose.