Creative Agency: Sunshine and Sausages
Art Director: Lennard Freij
Copywriter: Paul van Vliet
Designer: Elmar Hamelink
Photographer: Michiel Meewis
Project Type: Produced, Commercial Work
Client: Bazar Coffee
Location: The Netherlands
Packaging Contents: Coffee
Wanna talk about it over a cup? BAZAR Coffee is the first Dutch hospitality brand to credibly claim its role as your ultimate conversation starter.
BAZAR Coffee needed an entirely new brand identity in order to revitalize its role in mainstream outlets all across the Netherlands. Competition was looming, while bar and restaurant owners seemed increasingly shifting towards brands with a spirited story and with credible relevance in connection to their consumers.
Yet as a product that nor intrinsically nor in terms of history offered tools for strong storytelling, BAZAR needed to shift its focus from itself to its consumer. The all new BAZAR Coffee identity is the first coffee brand to firmly claim its role as your ultimate conversation starter.
All design choices made, revolve around the creative concept that shaped the brand’s new and lighthearted identity. The overall impression and composition is peaceful, minimalistic and balanced. Chosen colors are earthly, modern and subtle. Fonts and materials are, again, about facilitating rather than asking for attention themselves. This scheme of design choices has been executed throughout all the brand’s identity carriers. From the logo (a coffee cup and a speech cloud in one), to packaging (staging product explanation, titles and numbers as actual design elements). From crockery (only reveiling the brand’s logo inside the cup) to website design (with photography staging consumers, pictured in right in the act of talking, as a center piece - while depicting product shots as a piece of art). From a brochure to side products’s packaging (milk, sugar, cookies, take-away cups).
BAZAR’s new appearance helped to put a halt to the brand’s churn and attract new hospitality outlets across the country.