VISTA Coffee
Branding | Illustration | Graphic Design
VISTA Coffee rebranding
Tchibo Coffee Service (UK)
Tchibo, a German company founded in Hamburg in 1949, has been successful from its beginnings. By 1958, Tchibo had already reached status as the number one coffee on the German market. Today, Tchibo coffee has achieved international popularity, and its products and coffeehouses have been established across the globe.
CHALLENGE
Tchibo's Fairtrade VISTA coffee brand was very dated and the company asked me for a fresh revamp. The coffee is sold in a student environment, so this logo design had to look a bit more fun and vibrant.
SOLUTION
I redesigned the brand identity in order to make it more appealing to a student audience. It was an open brief, so I decided to illustrate a set of characters to support the brand and the message. This involved writing new guidelines, creating POS material (posters, loyalty cards, menus, takeaway cups, brochures, infographics, etc), producing advertising content for print, digital and social media and creating concepts and redecorating coffee areas at universities all over the UK.
Ed Espresso
Short and strong. This “fresher” is full of beans and energy! Fun and cheeky, he never stops. He usually stays up late either finishing his coursework or partying (we have all been there)
Holly Hot Chocolate
Sweet and mellow. A trendy but geeky girl who could fix all of your computer problems. Is there a new movie or band you are currently into? She’ll tell you that she liked it before it was cool... You know how hipsters are.
Cathy Capuccino
Gentle and pleasant. This classy young lady is calm, relaxed and has her head in the clouds. Her endless patience and kindness make her the mentor of the group. Also, she loves kittens, but who doesn’t?
Molly Mocha
Bitter-sweet. She is curious, careless and flirty. She’s really into the beauty and fashion world. Until she reaches her dream of being a beauty guru, she is happy just watching make-up tutorials on YouTube while eating chocolate.
Larry Latte
Tall and smooth. He’s just started his placement year and he wants to be taken seriously. Witty and highly competitive, he always gets what he wants. He’s a perfectionist in everything he does, except for turning up on time. It seems he’s always on the go.
Al Americano
Simple and bold. This genius also has a big heart. Selfless and noble, he could spend the whole day reading and learning. And, of course, he is that friend who after watching a movie says the book was way better.
Pablo
Pablo is where it all begins. He represents the workers who work on the farms from where our products are sourced. He is used when we talk about our coffee, Fairtrade, organic products, coffee journey, etc. Because the source of the coffee varies, his nationality is not specified.
The Beans
The beans represent the Vista Arabica coffee beans which are used to prepare our delicious drinks. They are playful and full of energy.
“Marina worked on a rebranding project for the Tchibo Coffee Service and WOW! Not only did Marina follow the brief, she excelled. The Fairtrade Vista UK coffee brand was very dated but was soon regenerated thanks to Marina. Plus our head office in Germany loved it so much that Marina had to create a full design manual, including new typography so that all subsidiaries across Europe could follow her new design.”
Alison Lambert - Senior Marketing Manager Tchibo Coffee Service - UK
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