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JAVALUX

CASE STUDY

FOOD & BEVERAGE

Striving to be the world's leader in ethical coffee growing and distributing

CHALLENGE

We have to present ethical beans, rainforest conservation, organic materials, compostable bags, energy-efficiency, carbon neutral transportation, and fair trade as one cohesive fashionable package; making it obvious to a looking eye but anonymous to a discounting eye.

OUTCOME

A strategic benevolent brand that is helping to bring an ancient commodity into the 21st century. Javalux is now prepared to attract both those looking to make a change for the better in this world but also not scare away those who just want a great cup of coffee with none of the activism.

SCOPE OF PROJECT

​​Identity/Logo Design

Messaging

Strategy

Marketing One-Liner

Tagline/Slogan

Mission Statement

Packaging

Product Naming

Company Naming

Project Goals

1 |

Make Javalux look like a bigger brand than they currently are.

2 |

Make ethical, organic, sustainable a habitually mainstream idea.

3 |

Make consumers unknowingly aware of moral option in products.

4 |

Boost social media presence by 25% in the next 6 months

Strategy

It quickly became obvious what truly mattered to Javalux in the discovery session. It was the idea of what problem they wanted to solve that they felt was a problem being overlooked. The idea of a coffee company being wholly ethical from the they grow the bean to the vehicles they use to transport the beans to the packaging used, etc. Once we figured that out, the rest seemed to fall into place.

Brand Adjectives

CLIENT CHOSEN LOOK & FEEL 

BOLD
CULTURED
GENUINE
TRUSTWORTHY
PROFESSIONAL

Look & Feel

The visual identity of Javalux posed was a bit of a riddle. They wanted to be seen as a potential leader in ethical coffee to those whom are looking for such a company but also conventional enough to not seem to have an agenda for those not looking to change the world. Striking the delicate balance of appealing to the concerned and the indifferent coffee consumer was accomplished in separating the look of the logo vs the feel of the packaging. The logo is professional with its crisp lines and modern quality. The packaging however is a different story. The packaging for each of Javalux’s four types of beans are personalized to the heritage and region from which it came; giving importance to the wonderful people who grow and transport Javalux’s coffee.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

!@#$%^&*()?

WHITE

Pantone 485

OSWALD MEDIUM

Brand Archetype

We always say we want information but we don’t experience the world through information. We experience the world through story and feeling. Archetypes are eternal truths that help us navigate through life more easily. The concept of an archetype appears in areas relating to behavior, historical psychological theory, and literary analysis. Archetypes are instantly recognizable. They are shorthand to get to the truth of a brand.

THE CAREGIVER

BRAND EXPERIENCE

MAKE PEOPLE FEEL SAFE AND CARED FOR

BRAND

VOICE

GENTLE, KIND, NURTURING

BRAND

CULTURE

TO HELP OTHERS

BRAND STORY

Hero

Villain

Guide

Failure

Success

A consumer who wants to feel good about the choices they make. They do not want to feel any remorse about the coffee they drink. They want a coffee company that is pure benevolence in practice, not just in theory.

The lies and trickery of other coffee growers who look the part but fall short in selling a pure benevolent product. Caring vs Neglectful. Indifferent toward conscious consumers.

Javalux knows all too well about the less than adequate coffee companies who pose as good-hearted and moral, but the inner workings of some are deceptive in nature. The hero is looking for an all-around ethical and sustainable coffee bean. Javalux has just that.

The conscious consumer unknowingly helping to further the immoral and dishonest coffee companies to push for revenue over ethics.

Helping to change the coffee industry to a fully sustainable and principled industry that cares about every aspect of the industry, from dirt to shelf.

Most large coffee companies are exploitative and hazardous, putting the environment at risk. Javalux is here to bring morality to your morning jolt. With each cup, we will help the coffee industry to be more noble and sustainable; giving you peace of mind.

Brand Attributes

RESULTING ROADMAP

COMPASS-IONATE
NURTURING
DEDICATED
ENTHUSIASTIC
AVID

Mission Statement

The mission of Javalux Coffee is to make sure ethical coffee beans, rainforest conservation, organic materials, compostable bags, energy-efficiency, carbon neutral transportation, and fair trade become one cohesive and respected idea in the eyes of every coffee grower and distributor in the world. It is our privilege to be able to help bring these issues to the forefront and hopefully create a better tomorrow in the process.

pure goodness.

Contact Us Today.

Indianapolis, Indiana

ian@davisparker.design  |  Tel: 812.841.7679

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