Brand Challenge
A study of Iranian consumption trends shows that the amount of coffee consumption is increasing day by day in the country and the presence of new brands in the market can prove the truth of this claim to some extent. In 1400, the “Elgado” branding project was defined at The Branding Agency; in the initial study, it was observed that there are currently more than 34 coffee brands (active, partially active and inactive) in the market.
The main problem of “Elgado” can be defined as follows:
What is the current consumer taste of Iranians and what type of flavor is most popular among Iranians?
Considering the closeness of the flavors of different brands to each other and the difficulty of distinguishing the differences in flavors among consumers, how can “Elgado” distinguish itself through identity elements such as personality, brand tone, logo, color, packaging, etc.?
Experience gained
Since the organization providing “Elgado”, namely “Zarin Sanat Sarv”, is highly sensitive to the quality of its products, a blind test was initially conducted with a high and acceptable statistical population and it was determined what kind of taste and flavor Iranians like in each of the coffee sections 3 in 1, 2 in 1, cappuccino, etc.
After ensuring the high quality and appropriate taste of the product, it was time to design a strategy and identity for the brand that could firstly communicate with people over 20 years of age and secondly improve the perceived quality of the brand.
In brand research conducted in the form of a focus group and in-depth interview, it was observed that people usually use this type of instant coffee for a break between their work and projects. For this reason, the Elgado brand strategy was designed precisely based on this topic and emphasized two main topics:
Motivating people to continue their efforts and complete their personal and professional projects
Creating a sense of immersion (Flow) when doing personal matters
For this reason, the brand slogan was also designed based on the items stated in the research (need for coffee to do things better) and was chosen as follows:
Elgado
It better (Do it Better)
We wish Elgado to develop and advance its branding program using an agile mentoring system.
Brand Visual Solutions
The development of Elgado’s visual structure began according to research and strategy data with an emphasis on the concept of immersion and motivation. In the first stage, the precise architecture of the brand logo was prepared to be seen in various packaging, exhibitions, store entrances, etc. with a uniform and integrated appearance.
Then, using the last letter of the name Algado, which formed the beginning of the slogan Do it Better, the pattern and simplified form of coffee were designed in a repetitive manner so that the design of various brand items could lead to a more complete association of the slogan.
Next, by presenting the structure of the brand’s packaging, including sachets, boxes, envelopes, etc., an attempt was made to create visual unity for the brand.
