I feel that to begin my research, it is important that I research the most popular coffee brands. These are successful for a reason and the branding plays a huge part in this. If I want my brand to be successful I need to learn from the best. I have researched some of the main elements of the brand such as logos, cups and bags so that I can get inspiration for what I can include and how I can style the main items.
There is no doubt that Starbucks is one of the leading coffee shop brands. The green mermaid logo is instantly recognisable and no longer requires the name of the company to be understood. The items within their branding include the logo itself, 3 coffee cup sizes, plastic cold drinks cups, paper bags, loyalty cards and lots more.
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| Logo History |
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| Shop Front - Green uppercase text, circular logo in window |
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| Plastic Cup Branding |
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| Paper Bags - in this case being made into a wallet |
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| Loyalty Card Design |
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| Loyalty Card Design |
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| Starubucks encouraged customers to create art on their famous white cups |
Starbucks appears to stick to its circular logo on most branding and they allow it to speak for itself. For example, the paper cups feature only the logo and a white background (plus a health and safety notice - which I will be required to include). I would like to consider how I can make my coffee cups interactive.
Costa Coffee is arguably becoming the leading coffee brand in the UK. With its warm red logo and variety of drinks this is no surprise. The 'S' in the logo resembles steam coming from a coffee cup. Costa tends to interchange between a type only logo and circular logos with the type logo incorporated into it. The coffee beans communicate a clear message. Shades of red and white are the clear colours used across the brand.
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| Interchangeable logos that can be used in a variety of situations |
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| An inviting shop front with balloons and 'We make it better' slogans. |
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| The classic cup - with 3D waves resembling the S within the Logo, along with a loyalty card. |
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| More branding including paper bags, reusable cups and cakes. |
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| Costa embraced the Christmas season with interactive christmas character cups! |
Caffe Nero could be argued as being in the top 3 favourite coffee shops. It competes with Costa and Starbucks with an alternative blue theme and celebrates its Italian routes. The brand comes across as classy for those who want to drink their coffee in style.
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| Rather than circular logos similar to the competition, Neros uses a type only logo, this means it can be used more easily across branding. |
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| Neros uses dark wood in its adverts to add a warm and cosy feel. |
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| The main logo takes a back seat on its cold drinks while the Frappe Creme logo takes centre stage. |
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| A similar positioning of the main logo on Nero's fruit juices, however more focus is on the fruit images. |
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| Coffee Cup loyalty Cards. |
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| Continuing the dark wood theme, this really makes the coffee look appealing. Combination of uppercase sans serif typeface and a script type. |
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| Coffee cup and paper bag branding. Blue and dark brown theme. |
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| Shop front, with inviting plants framing an outdoor seating area. |
The branding of the top 3 coffee shops is remarkably similar, using 2 colours and very simplistic logos. Every shop has a very warm and inviting feel and celebrates its values. They all use sans serif typefaces and use either a circular logo and/or a type only logo - all of which can be easily transferred onto various products and advertising.
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