If Caphe’s Branding Was A Person, I’d Want To Be Its Buddy

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The Indonesian brand Caphe is serving coffee with the most delectable designed branding system by Widarto Impact. The quirky illustrated hand gestures across the system give this brand a friendly vibe. The bright colors, along with the oversized and chunky designs, unquestionably make me think that if this brand could talk, I'd want to be best friends with it. The font style is perfectly imperfect, which fits nicely with the illustrations. Keeping the packaging light with a white background was the perfect touch in having this brand stay flawlessly minimalistic.

Caphe is a new coffee brand from the city of Trenggalek, East Java, Indonesia. Initiated by young people who are enthusiastic about coffee and food & beverage, the owner wants this new brand to survive and compete in the crowded coffee market in Indonesia, especially Java. Therefore, a key point is needed to differentiate the value from competitors. We chose the word mark as the Caphe logo. Because the name Caphe is short, so we don't need to give fake symbols and end up obscuring Caphe's identity. We try to step aside with coffee as the basis for packaging design ideas. Unlike most coffee designs, Ginger Coffee automatically features a ginger illustration, and this is too generic and boring. We design an illustration of gestures as a sign of satisfaction in enjoying coffee. Apart from being an identity and design on the packaging, this illustration is also an iconography attached to the brand. It's out of the ordinary, unique, and eye-catching.

Project Credits

Widarto Impact

Executive Creative Director – Eko Widarto

Project Manager – Galuh Aksarahina Ardhana Reswari

Art Director – Jalu Linuwih Muhammad

Graphic Designer – Fajar Septian Effendy

External Illustrator – Lotus White Sugito