BrandOpus has rebranded Gevalia with an identity that embraces the coffee company’s Scandinavian roots.
The work includes updates to the logo, wordmark and wider identity and rolls out across the brand’s packaging, website and social media channels.
Although now owned by Kraft Heinz, Gevalia was established in the seaside town of Gävle, Sweden in 1853 by Victor Theodor Engwall. Its beans are slow roasted and snap cooled, a process which continues today.
The new identity was driven by a need to stand out from the competition, according to BrandOpus chief creative officer Paul Taylor.
After delving into the US coffee market, the studio found that “a lot of coffee brands tend to opt for very detailed packaging, which feels busy and cluttered,” Taylor says.
“Stripping all of that information away”
“Our ambition with Gevalia was to strip all of that information away, allowing the bold yellow canvas to cut through and become a beacon on shelf,” he adds.
The new wordmark was been redesigned, now appearing as a lowercase sans serif typeface. This has a “much bolder weight” which helps for the pronunciation of the soft ‘g’ sound for Gevalia, Taylor says.
The brand’s hometown of Gävle and original founding date is also mentioned on the packaging above the logo.
Although colour varies according to flavours, a signature yellow shade is in use throughout the identity which is an acknowledgement of the brand’s Swedish roots, according to the design team.
The crown logo has also been redesigned to “reflect the moment of awakening the senses”, Taylor adds. The crown icon has been given a more prominent role in the rebrand, according to the designer, as it has inspired the swirl motif that appears across packaging and merchandise.
These swirls represent aromas represent an “elegant aroma” and are another attempt to stand out in the coffee sector, Taylor explains. “We needed something bold and striking.”
The patterns were developed by the studio and designed to work across a variety of formats and applications. “The colour change across the range reflects Gevalia’s aromatic experiences and helps to create easy navigation on shelf,” Taylor says.
The swirls are also a nod to the brand’s heritage, inspired by “the bold graphic patterns of Scandi design”, Taylor adds.
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