Coffeeast
Over the last decade, specialty coffee has evolved from a drink to a cultural movement: a cool urban lifestyle expression, a hedonistic way to experience and share pleasure with friends, baristas (and strangers) in Instagramable coffee store locations.
Coffee festivals are nowadays global events with very high social engagement, bringing together coffee aficionados, shop owners, baristas, coffee traders, equipment producers, distributors etc. Furthermore, coffee festivals are known to create international travel destinations to visit and to experiment, especially for Millennials and Gen Zers.
- Romania has the fastest-growing coffee shop market in Europe (Allegra World Coffee Portal, 2022).
- Romania ranks 6th in Europe for the number of artisan coffee shops and specialized roasters (EuropeanCoffeeTrip.com, 2024).
The time is ripe for an international festival to promote Romania as an European specialty coffee capital, and to attract visitors and friends from around the world. Mihai Panfil — a pioneering serial entrepreneur in the local coffee movement, international juror in worldwide coffee-specific competitions, and mentor for many baristas — is predestined to build this brand and initiate Eastern Europe’s first Coffee Festival.
The naming process combined Coffee and East, the fundamental markers of the event, into one descriptive title: CoffeEast.
The central piece of the festival’s visual identity is an icon made of symbols representing Eastern Europe’s verve and passion for the specialty coffee scene. The icon works both as part of the logo and as a key-visual and it can be deconstructed, rearranged and repositioned in multiple ways, from patterns to signage elements, adding an element of motion and freshness to every manifestation. A clean, sharp wordmark complements the icon and the color palette is both celebratory and crafty.
Client:
CoffeEast
Industry:
Social Impact, culture and education
Project type:
New brand creation
Date:
2023–2024
Services:
Brand positioning and Promises; Brand Platform; Naming; Logo Design and Visual Identity Program; Digital Design; Communication Design and Creative Communication
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