Practice: AIGA Poster

CHAQWA

DESIGN CATEGORY

Brand and identity systems design, 2006

DESIGN FIRM

Jason Schulte Design (San Francisco, California)

COLLECTION

(2007) AIGA 365: 28

Description:

Chaqwa is a new brand of premium brewed coffees, teas and cocoas, sold primarily in convenience stores and quick­serve restaurants. Although consumers expected value and convenience, generally they didn’t believe you could get a great­tasting cup of coffee in a convenience­store environment. So the challenge was to stress quality, while avoiding the usual coffeehouse design clichés. The simplicity of the design and prominent use of black and negative space conveys the premium aspect of the beverages, while still feeling approachable.

Comment:

I like this design because it is simple and there is no written information. The visual says it all. The logo is unique. I like the cercules part, especially the part where it takes the form of smoke.

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~ by aliasaif on April 26, 2008.

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