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Login Coffee

Branding, Custom Typeface, Logo Design, Web Design
Overview

Login Coffee, a brand rooted in the art of coffee-making located in Maros, South Sulawesi, Indonesia, sought a complete rebranding to better align its visual identity with its mission and unique selling points: freshness, education, customizability, and an interactive coffee-making experience. The project scope included redesigning the logo, typeface, packaging, web interface, and overall brand identity to create a cohesive, premium image that resonates with its audience.

Project Info
Identified Problems
  1. Logo Design Issues:
    • The old logo lacks balance and proportionality, making it unsuitable for display and print in various formats.
    • The coffee bean and key combination does not effectively represent the brand’s core values of freshness, education, or interactivity.
    • The overall design is rigid and fails to evoke the warmth and personality associated with coffee culture.
  2. Typography Challenges:
    • The typeface does not align with the brand’s vision of being approachable and modern.
    • Font dimensions appear disconnected from the logo, leading to visual inconsistency.
  3. Brand Identity Gap:
    • The old identity does not adequately communicate the premium, inviting, and interactive nature of the Login Coffee experience.
    • The lack of a cohesive color palette and design language leads to weak brand recognition.
  4. Lack of Usability:
    • The old design does not scale well for digital platforms or packaging, reducing its adaptability for branding across mediums.
    • The lack of storytelling elements in the visual identity fails to create an emotional connection with consumers.
Our Approach
  1. Research & Analysis:
    • Conducted a detailed study of Login Coffee’s vision, mission, and unique selling points (freshness, education, interactivity, mobility, online sales, and customizable brewing).
    • Assessed competitors and current market trends to create a distinct identity for Login Coffee.
  2. Conceptual Redesign:
    • Focused on crafting a logo that integrates core brand values while being aesthetically proportional and versatile.
    • Explored elements like coffee beans, keyholes, and brewing visuals to reflect freshness, customization, and accessibility.
  3. Brand Identity System:
    • Designed a cohesive color palette with warm and earthy tones inspired by coffee, complemented by luxurious accents like white for balance and sophistication.
    • Introduced playful and engaging doodles to add an interactive and approachable element.
  4. Modernization of Touchpoints:
    • Developed a custom typeface to align with the new logo for a consistent and polished look.
    • Enhanced usability for digital and physical platforms, including packaging and web design, to cater to mobile-first and e-commerce experiences.
Solutions Provided
  1. Logo Redesign:
    • The new logo combines the essence of coffee (beans and cups) with the symbolic keyhole to communicate Login Coffee’s mission of unlocking rich, customizable coffee experiences.
    • Designed with proportionality and simplicity to ensure scalability and visual balance across all mediums.
  2. Typography Customization:
    • Created a custom font inspired by the new logo’s shapes, ensuring a cohesive and unique typeface that reinforces the brand’s personality.
    • Improved font proportions to enhance legibility and brand recognition.
  3. Brand Identity Development:
    • Established a consistent visual language through the use of earthy tones, playful doodles, and premium design elements.
    • Ensured the identity reflects warmth, authenticity, and interaction, aligning with the target audience’s expectations.
  4. Adaptation Across Platforms:
    • Designed packaging that integrates the new logo and doodle elements to make products stand out on shelves and in online listings.
    • Developed a user-friendly web design with interactive features to enhance the online shopping experience.

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