PROJECT
cores
Professional tool brand for specialty coffee, advancing sustainable coffee culture.
WHY
To support the culture of sustainable coffee.
Coffee is a major industry coming in second after crude oil in the import and export business, so popular that it is produced in over 50 countries worldwide. However, it holds a quite negative historical background. There are still several trading companies who exclusively control farms and purchase raw beans at a very low price from developing countries, that greatly affect the lives of hardworking farmers in poverty. In addition, even with specialty coffees that have thoroughly enhanced in the recent years in terms of quality, traceability and sustainability, there are still many producers in emerging countries who still do not know how their beans are being used and consumed. Under such circumstances, we questioned what we needed to do in order to support a sustainable coffee culture, while making sure the creators who produce our delicious coffee, are both seen and heard.
Created by modifying “Coffee sorting process, near Hawassa” (©Niels Van Iperen (
HOW
Creating a brand logo based on the way coffee is brewed.
We were in charge of branding the authentic coffee tool brand “cores”, used especially for specialty coffee. Based on the fact that the brand had developed by chance through the metal coffee filter “Gold Filter” that was developed together with Maruyama Coffee, we developed the same theme of maximizing the individuality of specialty coffee. We formulated a brand new concept called “coffee as it is”, where we developed a logo and package design with a luxurious look, especially for people who are particular about their coffee. In addition, we distributed a single cup gold filter “C211” to coffee farms around the world for them to experience the delicious taste of the coffee they produce. We are also close to producers and roasteries, developing such activities to build trusting relationships.
The logo is based on the initials “c” and “o” of “cores” and “coffee”, while representing a trajectory movement when pouring hot water with a hand drip pot. We expressed the identity of the brand true to the coffee culture, by simply symbolizing basic techniques of the hand drip motion.
By listening to the voices of faithful users of the gold filter, we tackled negative comments such as circumstances where fine powder fell through the metal filters, redesigning the product to appeal to all customers at a solid quality.
WILL
Aiming to spread the use of gold filters and develop coffee culture.
This new gold filter maximizes the characteristics of the specialty coffee beans, simultaneously acting as an eco friendly tool as it significantly reduces wastes and costs. In the future, as we continue to further appeal ways to enjoy coffee life around the gold filter product, we also focus on the “cores inside”, which is an initiative to install these filters into the coffee makers. cores aims to further develop as a coffee tool brand, contributing to the development of the entire sustainable coffee culture industry.
INFORMATION
- What
- cores
- When
- 2019
- Where
- Japan
- Client
- Scope
- Design strategy / Branding / VI / Packaging Web and Front End
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Graphic Design
- NOSIGNER (Ryota Mizusako)
- Packaging Design
- NOSIGNER (Ryota Mizusako)
- Web Design
- NOSIGNER (Naoki Hijikata, Ryota Mizusako)
- Promo Movie Direction
- NOSIGNER (Naoki Hijikata, Ryota Mizusako), euclid agency, lnc.
- Logo Animation
- NOSIGNER (Jin Nagao)
- Photo
- Masaharu Hatta
