With extra of us trying to deliver the espresso store expertise into their very own residence, customers are turning away from the extra mainstream espresso manufacturers that dominate the grocery store cabinets and are choosing one thing extra premium. Trying to capitalize on this shift, espresso model Gevalia is rolling out a brand new look in grocery shops this month.
To reinvigorate the espresso model, Kraft Heinz turned to inventive company BrandOpus for a top-to-bottom rebrand. Whereas they stored the standard yellow of the packaging, a lot of the visible identification has modified. It’s not as drastic as J.J. Abrams remaking iconic Swedish director Ingmar Bergman’s Persona, but it surely’s undoubtedly a managed burn.
BrandOpus did this by wanting again to the beloved model’s Swedish roots and leaning into its heritage. Packaging belongings just like the crown and have been reworked right into a extra stately affair, whereas the model title has gone from all uppercase letters to lowercase. The company selected this as a result of it helps with the pronunciation—in any case, Gevalia will get a tender “g” sound. The typography additionally takes on a extra Scandinavia aesthetic, they usually ditch the patterned espresso cup from the earlier iteration. Now, an aroma swirl rises from the logomark, including a visible connotation related to taste and even a bit of sensorial ambiance.
“We wished to ascertain a story that felt extra attitudinal and fewer product-benefit targeted. The brand new appear and feel go in opposition to class norms that target caffeine gas advantages or customary style messaging. It is an evolution that feels extra creative, expressive, and accessible – talking to espresso drinkers right this moment and occasional drinkers to come back,” mentioned Paul Taylor, chief inventive officer and founding associate of BrandOpus, in a press launch.
“In realizing an enormous development alternative within the premium espresso market, we had been in search of an company who may strengthen our current equities whereas bringing new and distinctive which means to Gevalia,” mentioned Tom Merriman, Gevalia senior model supervisor, in the identical press launch.
“We’re excited to see the modernized aesthetic hit cabinets and break by means of in a aggressive class,” he added.
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