Contributed by Teddy Aang of Jakarta-based FullFill.
For the longest time, residents of West Jakarta had to settle for coffee shop chains found only in malls bearing names that were all too familiar. Koultoura seeks to change that, bringing a fresh stand-alone coffee shop, offering a cozy place to hangout and a masterfully brewed coffee to match.
Koultoura is the pioneer of modern stand-alone coffee shops in West Jakarta, and seeks to capture the market for good coffee as well as the casual coffee drinkers, mostly residents of the nearby area. We were tasked to deliver a comprehensive branding suit that would capture a wide range of market, define its presence and personality as somewhere to go for good coffee, and a hip hangout place.
It was clear that the biggest challenge in this project was to “please everyone.” With a number of different audience types to target, a sharp branding suit would be a tough one to create. Especially with the location of the shop, where most potential customers are not yet used to the concept of a stand-alone coffee shop, we needed something to invite them into the store
We approached this challenge through a multi-layered communication, by addressing:
- The stereotype
- The personalities
All wrapped in a friendly, easy to digest package.
The stereotype we approached was through the logo, a cup of lightning bolt, suggesting a cup of drink to jolt you, in this instance, coffee.
The personalities we created through mascots each had varying dispositions that most people can relate to. These characters share the same passion — a good cup of coffee.
Education is very important in terms of raising the awareness of the more general audience to understand more about coffee, brewing types, and its culture, to encourage them to be more explorative when it comes to the drink.
View more brand identity design on the FullFill website.