Even the most famous of brands have to continue to refine and develop their products in order to clearly communicate the content and values they have come to represent. The time-honored Austrian brand Julius Meinl is no exception here. During the briefing of their project “Coffee Collection”, the marketing team correspondingly addressed these challenges as rejuvenation and increased conciseness of brand exposure through a more clear-cut communication of the product’s high quality standard.
Our approach to this challenge starts with a detailed analysis of the history of the brand “Julius Meinl” considering competitors, target markets, target groups as well as channels of distribution. From this analysis, we derive the graphic building blocks to stage a consistent and all comprehensive brand appearance, which spans from the definition of applied typography, the development of product names, color coding, the introduction of a consistent style of pictogram, to better management of the design elements of the logo.
These results, achieved in cooperation with the Julius Meinl marketing team, form the basis of the redesign of the whole brand exposure of the Julius Meinl enterprise.
