The company approached us with the task of developing a new brand, strategy and design system for a coffee range for the retail market. The main requirement is that the consumer has associations with the key features of the product.

We conducted a study and described the target audience for which coffee consumption is closely related to emotions and an active lifestyle. This is how the Headshot Coffee Co. brand was born, which is associated with the effect of the taste of first-class espresso. And the names in the line develop and reinforce this concept.

Based on the brand strategy, a system of verbal and visual brand identification, corporate identity and packaging was developed.

The brand logo is a font stylization of the silhouette of a revolver, which makes the same “headshot”.

The packaging design develops the chosen legend and is a system of signs generated by the algorithm for each SKU, which contain the main taste constants, grinding intensity and roast degree.