Sorriso
Branding + Package Design
(Brand)Brief
Courtesy of BrandBrief.io, this brief entailed creating a visual identity for a fictional Portugal-based coffehouse looking to begin selling their own roasts of beans. Specific deliverables included a primary logo, secondary logo, at least one pattern based on traditional Portuguese tiles, and a packaging design for coffee beans.
Pastry bags featuring brand patterns.
Secondary logo and primary colors.
Development
Two key gatherings from my research informed the overall visual direction that I took. First, I learned about the historical significance of coffee and cafes in Portuguese culture and daily life. Most coffee in Portugal is consumed while in cafes, rather than while on the go.
Second, I discovered that independent and specialty cafes are becoming increasingly popular in Portugal. These establishments place as much emphasis on the aesthetic of their brands as they do the quality of their goods. I envisioned Sorriso Coffee as falling into this category of cafes.
Brand patterns (my favorite part).
Brand board.
The yellow and blue color palette was inspired by the same collection of Portuguese tiles that inspired both of my patterns. I was attracted to it for its striking contrast, and balance of warmth and cool. The limited palette lended to a clean and modern identity, while not feeling cold or unwelcoming. It also carried vibrancy, without being overpowering.
Coffee bean packaging (again).
I opted to create a modern, visually striking brand that still respected Portugal's culture, history, and long-standing cafe culture. To maintain an authentic, human-made, and welcome feel, I opted for a simple hand-lettered logo. I gave the logo an "elevated" look through geometric letterforms, and all-caps formatting.