Doncafé vending line needed a brand design at least as good as its coffee, so we took on the project with greatness as our objective.
The first step was to align the package design with the current brand look, as well as differentiate the range from the one available in retail. We chose a black background for the coffee packages and colorful backgrounds for the adjacent products and disposable cups, that would make them stand out in their gray city environment. The vending machines and in-store islands designs reinforce the brand’s presence and become a vector of communication with Doncafé on-the-go consumers.
Besides relating it more naturally to the retail product portfolio, this project managed to coherently align and integrate all the brand stances in the vending market scape, and that was no easy feat, given such a complex and dynamic brand.