TDJ Estate
Mazurro Coffee
New brand design in the coffee market
client:
Mazurro
industry:
Food & Beverages
role:
Branding, Packaging, Website + e-Commerce
website:
Inspired by Josef Hoffman’s Vienna Workshop, we designed a complete identification system – from the logotype and packaging, to photo shoot, to the website, social media communication and printed materials – for a new brand on the coffee market: Mazurro.
We created the brand’s visual identity based on a simple logotype built using a grotesque-type font and a geometric symbol/brand icon of the letter M. We gave up the cover approach to the front of the packaging design, leaving room for a distinctive pattern that duplicates on store shelves creating a graphic pattern.
We wanted to use a bold and expressive graphic pattern that would not only become inherently associated with the packaging, but will also determine the strength and expressiveness of the Mazurro brand in all communication channels, including distribution, as well as commercial materials.
Dominated by big players and saturated with homogeneous communication, the coffee market in Poland is quite a challenge for the brands that enter it. Our task was not only to introduce a new coffee brand to the market, but to ensure its identification builds the image of a premium brand targeted at a specific group of customers. At the same time, it was to facilitate the newly launched broad distribution in HoReCa and retail chains.
Our idea was to found the brand on a functional product strategy. Mazurro is a coffee that energizes the creative process, while inspiring creators with its identification. The brand’s DNA was based on the world of design, which was reflected in the etymology of the identification itself: Josef Hoffman’s Wiener Werkstätte.
An important element of the brand identification concept was also the photo session – a tip of the hat to fashion, or even conceptual photography, instead of coffee occasions typical for the category. Together with one of the best Polish photographers, Marcin Kępski, we created a series of photos with a conversation over coffee and an optical illusion as starting points.
A characteristic element of the identification is also the website, with a nod to postmodernism. The seemingly imperceptible grid creates orderly chaos, leading the user through the metaphor of a conversation about and over coffee.
We wanted to build a new, interesting experience for site users. Thanks to the animations used, the website “builds itself” for them, revealing new elements of the brand’s world.
SEE THE WEBISTE
In addition to the visual part, we have also created an online store where the customer can purchase the product in a single order, and by subscription. Communication in social media supports sales, redirecting to e-commerce.
SEE THE ONLINE SHOP
Coherent, consistently built and clear identification in a difficult market category defines its strength and courage to break the status quo. It fosters the success of the entire project, as proven by the Grand Prix of the Kreatura 2020 competition in the Design category.
The project team:
Paweł Mikołajec, creative director
Radek Grzybowski, strategy director
Paweł Chwedczuk, art director
Dawid Koruszowic, graphic designer
Ania Kasza, senior UX/UI designer
Olga Grzybowska, account director
Weronika Parusel, project manager
TDJ Estate
New strategy of the TDJ Estate brand.