ORIGO - MOVED BY COFFEE

TitleORIGO - MOVED BY COFFEE
BrandORIGO
Product / ServiceCOFFEE
CategoryE01. Food / Drink
EntrantMETADESIGN CHINA LIMITED Beijing, CHINA
Idea Creation METADESIGN CHINA LIMITED Beijing, CHINA

Credits

Name Company Position
Sally Anderson MetaDesign China Limited Creative Director

Background

For centuries, China has been famous for tea drinkers. Today, a new generation of Chinese consumers are embracing coffee culture. Origo was established to set a new standard of specialty coffee in China. Dedicated to the meticulous procedures required to craft unique coffee flavors, it aimed to become a luxury artisanal coffee brand giving both businesses and consumers the highest quality through every step of the supply-chain. In China’s heavily crowded coffee market, there was an absence of a true, high-quality artisanal coffee brand to satisfy real coffee connoisseurs – and the teaching facilities to train new coffee makers. Origo saw the lack of a luxury coffee brand in China as an opportunity to create its own territory and build a new benchmark. It was imperative the brand identity reflect Origo’s artisanal craft with a visual language that shows pride in its Chinese roots and appeals to a high-end audience.

Describe the creative idea (40% of vote)

To do so, we needed to share Origo’s unique approach of sourcing coffee beans, specialty roasting, creating artisanal blends and coffee training through a multi-layered visual expression that could capture the craft and attention to detail at every step of the process. The design concept ‘Moved by Coffee’ was inspired by the circular motion observed in each step of the coffee process - from the shapes of the berries, to the circular grinding of the beans, down to the final swirl through the filter and into the cup.

Describe the execution (40% of vote)

Built into every touchpoint, from packaging design down to employee uniforms, Origo’s visual identity matches the characteristics of their coffee – nuanced, detailed and sophisticated. Like the perfect cup of coffee, Origo’s illustrations are carefully crafted down to the grain and inspired by the texture of coffee grounds. The bird eating the coffee berry captures one of the legends behind the origin of coffee - linking directly to the creative root of Origo’s name. The circular concept is revealed as the bird and coffee sprig blend together. Bringing earthy sophistication is a premium color pallet driven by a deep Mountain Blue and rich Amber Gold. It is paired both an EN and CN font that give voice to the brand’s artisanal spirit – Albertus Novus, originally developed as a wood cut font in the 1930s and FZ HeiLi, which draws inspiration from traditional Chinese calligraphy.

List the results (20% of vote)

During the first four months following the soft launch, interest and pre-orders for Origo exceeded expectations and led to additional coffee roastings to meet demand. Origo will officially launch their sales platform in October 2019 and early feedback from clients and customers on the product offering, packaging and design is overwhelmingly positive.

Links

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