MY ROLE:
Naming
Brand concept
Packaging
Brand Identity
Art Direction
PROJECT:
A brand identity was needed for a coffee brand that wanted to launch a vibrant youth-oriented Coffee with a 'Grab & Go' concept. The brand envisioned itself as a fast-moving product with only takeaway range of products that appealed to college-going and millennial crowds.
DESIGN SOLUTION:
The aim was to disrupt the coffee space by stepping out of the safe and conventional coffee design aesthetics that were already floating in the market.
The name "FANGS" coffee was chosen to relate with the relentless and fierce spirit of the youth, who are forever ready to sink their teeth into new ideas and change the status quo of existing structures. Vibrant Red colour along with contrasting Cream, White and Black colours were decided as the main brand palette. A minimalist and comic-style form of a coffee bean with fangs was created as the main logo graphic.
The overall branding was loud and bold that helped us stand-out and grab attention in a crowded marketplace.
