Reflecting the Core Elements of the Brand
Brand Logo: Place the brand logo in a prominent position on the label to ensure it is clearly distinguishable. The logo design should be simple and unique, capable of conveying the brand’s personality and values. For example, Starbucks’ mermaid logo is highly recognizable, allowing people to identify the brand at a glance.
The brand logo or emblem is very important because consumers can better remember it through the logo. It is crucial to determine how to design the brand logo to make it more memorable to consumers. In addition, it should be in line with the product’s tonality and combined with the company’s philosophy.
Brand Name: Use a unique font and an appropriate font size to display the brand name, making it coordinate with the logo. The font style should conform to the brand positioning. For example, high-end brands can use elegant and refined fonts, while brands targeting the young and fashionable audience can adopt lively and creative fonts.
When setting the brand name, we need to consider what kind of copywriting is easier for consumers to remember, what color is more eye-catching and likely to become popular, and which font is more suitable for the theme of this product.
Brand Color: Determine the brand’s main color tone and make it dominant in the label design. The color should match the brand image. For instance, Luckin Coffee uses blue as its main color tone, giving people a sense of youthfulness, fashion, and convenience, so that consumers can associate the brand when they see the color. Use colors according to the brand’s tonality. For example, common colors like gray, green, and black can be easily associated with coffee itself because coffee is usually khaki, black, or gray. Since some coffees are mixed with many other ingredients, such as matcha coffee, milk tea coffee, and other ingredients, the colors of the coffee presented are also different. Then, the color of the coffee label should be designed according to the color and name of the coffee. In addition, the color used for the coffee can also be designed according to the taste of the coffee.
Telling the Brand Story
Brand History: If the brand has a long history or a unique origin story, it can be introduced in brief text on the label to increase the brand’s cultural heritage and appeal. For example, illy coffee mentions on the label its persistent pursuit of coffee quality since its establishment in 1933, allowing consumers to feel the brand’s inheritance and professionalism.
In addition, the brand can also be established by combining the brand story. Since the structure of the story has strong communicability, it will spread in the market in a shorter time and at a faster speed.
Brand Concept: Convey the brand’s core values and business philosophy, such as emphasizing environmental protection, fair trade, and supporting coffee farmers, etc., to arouse consumers’ emotional resonance. Some niche coffee brands will indicate on the label that they use organic coffee beans and support sustainable development, attracting consumers who pay attention to environmental protection and social responsibility. The setting of the brand concept is related to the product’s position and how to make it spread more easily.
Highlighting Product Features
Coffee Bean Information: Mark the origin, variety, grade, and other information of the coffee beans so that consumers can understand the quality and source of the coffee. For example, marking “Arabica beans from Brazil, top grade” can enhance consumers’ trust in the product. The origin of the coffee and its unique characteristics compared with other coffees can all be presented on the label to highlight the differences between the company’s coffee and other coffees.
Flavor Description: Use vivid language to describe the flavor characteristics of the coffee, such as “rich and mellow, with the aroma of chocolate and caramel, and a smooth taste”, which helps consumers better imagine the taste of the coffee and attract them to buy. Utilize the flavor and different production processes to innovate the flavor and taste of coffee, attracting consumers to make purchases.
Production Process: Introduce unique production processes or roasting methods, such as “medium roasting, hand-brewed for a more fragrant taste”, highlighting the product’s differentiation and demonstrating the brand’s professionalism. Also, due to different production processes, the taste and flavor of the coffee presented are different, so the appearance of the coffee label will also be different.
Creating a Unique Style
Illustrations and Patterns: Use illustrations or patterns that are in line with the brand image, such as illustrations with the background of a coffee plantation or cartoon images with brand characteristics, to make the label more interesting and artistic, and enhance the brand’s memorability. Use patterns and illustrations to express the brand concept, and ensure that the illustrations fit the brand positioning.
Layout Design: Adopt a unique layout method, reasonably arrange the positions of text and patterns, and pay attention to the hierarchy and readability of the information. Different atmospheres, such as simple and grand, retro and nostalgic, fashionable and dynamic, etc., can be created through clever layout to reflect the brand’s personality.
Materials and Processes: Select suitable label materials, such as paper, plastic, metallic texture, etc., and combine them with special printing processes, such as hot stamping, embossing, UV printing, etc., to enhance the texture and quality of the label and show the brand’s high-end image.
