Benin: A Divine Branding Concept for Coffee Shops

Infusing Heavenly Goodness into the Coffee Experience

Benin, a family-run company offering different coffee services for over 30 years, has embarked on a rebranding journey to transform their coffee shop business into a franchise model. With a deep love for music and a passion for sharing happy moments, the lively Benin family wanted to transmit their energy into their franchise through a vibrant visual identity that tells a story of happiness, passion, and feel-good.

The heart of Benin's branding lies in the Cherub – a loving, smiling face that represents the brand's unique values. With bright colors and a joyful aesthetic, every customer can instantly connect with Benin's warm and cheerful approach. The visual identity of Benin speaks to three levels of coffee lovers: basic, intermediate, and advanced, with a particular focus on Millennials and Gen Z. The use of their favorite baby pink and blue tones, along with strong yellow and red accents, captures the energetic personality of the brand.

Product packaging plays a crucial role in Benin's branding strategy, serving as a secondary advertising mechanism and aligning with the target audience's expectations of sustainability. Paper cups, jute tote bags, and tins are used to promote eco-friendly practices. The packaging design features an angelic cloud texture, constantly transmitting the heavenly good feeling associated with Benin's coffee.

The creation of Benin's visual system was not without its challenges. Effective brand communication towards three different target groups, the need for a strong symbol that unifies a heavenly pleasant experience and family values, brand standardization for successful application to the franchise concept, and the use of affordable packaging materials were all obstacles that the design team overcame with creativity and ingenuity.

The Benin project started in May 2021 in Rijeka and was completed in August 2021 in the same city. Extensive research and workshops were conducted to understand the brand's unique story, philosophy, personality, and target market. The client's business drivers and company culture were carefully considered to create a visual identity that truly represents Benin's essence.

This exceptional design concept has been recognized with the Iron A' Design Award in 2021. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. Benin's branding concept stood out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world through fulfillment and positive feelings.