We created Beans Republic, a bold and memorable new coffee brand, with a strong visual presence designed to be relevant for digital shoppers who make purchase decisions based on imagery and product descriptions.
The brand name evokes a sense of community and shared love for coffee, where each product comes from all around the world, but represents a “citizen” in the Republic. For the product names we chose to individualise them by creating specific names related to the personality of the coffee blend or origin.
Each product packaging portrays an imaginary avatar themed persona that is a visual representation for the flavour profile and aroma of the beans inside and turning each coffee product into a character of its own. As for the umbrella brand name presence on the package, we decided to go against conventional rules and minimise its importance, treating it as a mere identifier. We focused instead on emphasising the product name by giving it the primary role on the package, thus further favouring the personality and unique character of each product.
The individualised names and dynamic packaging design concept act as a form of self-expression for consumers, who can easily differentiate between the various blends and identify with their favourite product, helping them quickly identify blends or origins they might enjoy.
Beans Republic demonstrates how a coffee brand can successfully break away from conventional branding norms by focusing on product individuality and strong visual storytelling.