Cafe Soul: A Coffee with Soul

Visual Identity and Brand Design

Cafe Soul was born out of the need for Cafe Tunico, a family-owned brand, to offer a 100% Arabica coffee that is popular and accessible to all. While maintaining the same quality as its traditional counterpart, Cafe Soul breaks barriers and caters to all social classes. It is a coffee for workers and lovers of good handcrafted coffee, providing a premium experience at an affordable price.

The packaging of Cafe Soul is a testament to its uniqueness. Using a four-color print process with specific Pantone colors, the aluminum structured package showcases the brand's visual identity. The materials used for the packaging are still under development, with a focus on exploring the possibility of using recycled plastics without compromising the brand experience.

The elements of the Cafe Soul logo interact and transform, creating an unlimited number of faces and textures. This design reflects the brand's youthfulness and lightness, setting it apart from its competitors. Cafe Soul embraces diversity and representativeness, making it a coffee for everyone and every occasion.

The project for Cafe Soul started in January 2021 in Minas Gerais, Brazil, and was completed in January 2022. Extensive research was conducted to identify the market gap for high-quality coffees at affordable prices and the need to communicate effectively with younger consumers. Pre-marketing activities have already generated positive feedback, and the official market launch is scheduled for the second half of 2022.

Overcoming creative and technical challenges, Cafe Soul successfully developed a brand that caters to a new market segment. The design's changing visual pattern adapts to different shapes and elements, capturing the essence of joy, plurality, and the soul of coffee. Cafe Soul has been recognized for its outstanding design, receiving the Bronze A' Design Award in 2022. This award acknowledges the brand's commitment to incorporating best practices in art, science, design, and technology, contributing to the improvement of quality of life.

Cafe Soul is not just a coffee; it is a coffee with soul. It embodies the essence of pluralism and diversity, offering a unique and inclusive experience to coffee lovers around the world.