barzula redesign proposal€¦ · page 2 of 9 the new logo this new logo is bold, completely...

Created byDenys GolemenkovCell: 416.222.3451

[email protected] Brief Studio

www.creativebriefstudio.com

Barzula Redesign ProposalBarzula Redesign Proposal

Barzula RedesignProposal 2015



www.creativebriefstudio.com page 1 of 9

Barzula’s current package designs differ greatly across its product lines. The brand does not have a unified look, and, due to this, could be losing shelf presence. There is a lack of brand-identifying colour scheme. Some of the current designs have dated styles, which do not flow with its more recently-released products. Different languages on the packs are confusing to consumers.

Barzula deserves better!

The PlanUpdate all brand elements and product designs.

The Execution- Redesign Barzula logo to modern standards- Choose new, original brand colours that will make the Barzula

brand more recognizable- Use a distinctive graphic pattern to support branding- Develop a design that appeals to consumers and stands out

from the competition- One style across all products to help customers view the Barzula

line as a family of coffees- Differentiate beans from ground coffee and decaffeinated from

caffeinated

The Current Situation

?





The New LogoThis new logo is bold, completely original and stylish. It competes

for visual impact with established brands.

New Logo ElementThe standalone “B” will appear on every package, to serve as a

visual anchor. This proud “B” will be interpreted as Barzula’s new stamp of quality.

The PatternThis coffee bean pattern is the only one of its kind, and was

custom created for Barzula to strengthen the pop effect. This can be part of brand communication across the board. The pattern consists of tiny coffee beans that come together in a sort of a smile and inspires positivity. It is dynamic and bold, and, if used persis-tently, has the potential of becoming iconic.

New Design Elements





The New Colour We suggest this deep blue colour as the colour of the new Barzula

brand. Used together with contrasting white, this colour pops and distinguishes Barzula from the rest. Traditionally darker hues of blue are colors that belong to trustworthy institutions, and as such, will instill trust and confidence in the brand.

The ConceptSeparate the look of whole bean coffee bags from ground coffee

bags by inverting the main colours.

New Design Elements

PANTONE 287

Whole bean coffee bags Ground coffee bags





Whole Bean CoffeeThis redesigned line-up of your current whole bean coffee

flavours illustrates the above design elements, combined with exciting abstracts in bright, vibrant colours. Each type of coffee has its own, distinct illustration.

The New Look

PrestigeBlend of roasted coffee beans

Mélange de grains de café torréfiésBlend of roasted coffee beans

Mélange de grains de café torréfiés

BEST BEFORE:MEILLEUR AVANT:

NET WEIGHTPOIDS NET

1000 g2.2 lb

Elite CoffeeBlend of roasted coffee beans




NET WEIGHTPOIDS NET

1000 g2.2 lb

Crema CaffèBlend of roasted coffee beans




NET WEIGHTPOIDS NET

1000 g2.2 lb

PlatinumBlend of roasted coffee beans




NET WEIGHTPOIDS NET

1000 g2.2 lb

Prestige 1 kg Elite1 kg Crema1 kg Platinum 1 kg





Ground CoffeeTo differentiate the types of ground coffee from its whole bean

parents, the colours are inverted, but the abstract illustrations remain the same. This visually separates the whole from the ground, but keeps the flavours recognizable.

The New Look

NET WEIGHTPOIDS NET

250 g8.8 oz

PrestigeGround EspressoEspresso mouluGround EspressoEspresso moulu

NET WEIGHTPOIDS NET

250 g8.8 oz

Elite CoffeeGround EspressoEspresso mouluGround EspressoEspresso moulu

NET WEIGHTPOIDS NET

250 g8.8 oz

Crema CaffèGround EspressoEspresso mouluGround EspressoEspresso moulu

NET WEIGHTPOIDS NET

250 g8.8 oz

PlatinumGround EspressoEspresso mouluGround EspressoEspresso moulu

Prestige 250 g Elite 250 g Crema 250 g Platinum 250 g





DecafThe decaffeinated bags will visually stand out from the rest of the

line-up, by changing the colour scheme from a deep blue to a lighter blue. The lighter blue has been used as a decaffeinated identifier by many European brands. The rest of the design elements will remain the same and it will receive a new abstract illustration.

The New Look

NET WEIGHTPOIDS NET

250 g8.8 oz

EspressoFine grind

Mouture fineFine grind

Mouture fine

DecaffeinatedDécaféiné

NET WEIGHTPOIDS NET

250 g8.8 oz

Fine grindMouture fineFine grind

Mouture fine

Turkish CoffeeCafé Turc

NET WEIGHTPOIDS NET

250 g8.8 oz

Pure ground coffeeCafé pur moulu

Pure ground coffeeCafé pur moulu

Turkish 250 g Espresso 250 g Decaf 250 g





Coffee PodsThe coffee pod boxes will each have their own color scheme –

deep blue for Prestige and a lighter blue for Decaffeinated. They will contain the abstracts from their whole bean and ground coffee bag counterparts, to retain the flavour recognition. The pod enve-lopes will coordinate with the boxes, repeating the main colours, and displaying the brand logo.

The New Look

20English description

FPO

PrestigeCoffee PodsCoffee Pods

20English description

FPO

DecaffeinatedCoffee PodsCoffee Pods

Decaffeinated Décaféiné

Prestige

Imported, roasted and packed byTORREFAZIONE BARZULA AND IMPORTMississauga, Ontario, Canada L4X 2B6

www.barzula.com


www.barzula.com


www.barzula.com


www.barzula.com

Coffee PodCoffee Pod Coffee PodCoffee Pod

Prestige 20 pods box Prestige pod Decaf 20 pods box Decaf pod





BilingualismEvery package in Canada, legally, must be bilingual. Both English

and French languages must have the same prominence. Other languages, such as Italian, can also be on the packaging, but should possibly have secondary prominence, limited to romance copy or brand story featured on the back.

Types of Grind and RoastTypically, the coffee consumers are interested in knowing what

type of roasting the coffee contained in the bag has undergone – Dark, Medium or Light. The type of roasting can be indicated by a word, or on a dynamic chart. The chart can also contain the type of grind and bean origins.

Printing ProcessAll designs will need to be discussed with the

printer to ensure printability, while preserving visual impact. Packaging elements can contain both, matte or metallic effects.

EditingRespecting the history of the brand and the

passion and dedication that went into developing it. Working together with the Barzula brand owners, to incorporate additional features or tweak current ones, until they are satisfied.

The Packaging Details

Elite CoffeeBlend of roasted coffee beans




NET WEIGHT

POIDS NET

1000 g2.2 lb

Crema CaffèBlend of roasted coffee beans



BEST BEFORE:

MEILLEUR AVANT:

NET WEIGHT

POIDS NET

1000 g2.2 lb

NET WEIGHTPOIDS NET250 g8.8 oz

PrestigeGround EspressoEspresso moulu

Ground EspressoEspresso moulu


Platinum Ground EspressoEspresso moulu












The Graphic DesignerDenys Golemenkov has been in the design industry for over 20

years. He has worked on multiple, widely recognizable Canadian brands. He is creative, experienced and enthusiastic.

Telephone: 416-222-3451E-mail: [email protected]

The FirmCREATIVE BRIEF STUDIODenys Golemenkov, in partnership with Yakov Karchev, who is a

professional production artist with many years of packaging experi-ence, makes up the Creative Brief team. Our team can do brand strategy work and design work. As we are an independent firm, we can offer one-on-one consultation and direct owner input at competitive pricing.

Website: www.creativebriefstudio.com

About us

PrestigeBlend of roasted coffee beans



BEST BEFORE:

MEILLEUR AVANT:

NET WEIGHT

POIDS NET

1000 g2.2 lb

barzula redesign proposal€¦ · page 2 of 9 the new logo this new logo is bold, completely...

Documents