Loricaffè is the first Albanian Coffee brand. With more than 25 years in the market Loricaffè is one of the major coffee producers in the country. Vatra was challenged to redesign a new minimal and clear brand. The client wanted to maintain some of the previous brand elements and preserve as much as possible the old identity updating the concept of the company and its position for the next years. At the same time Vatra was also appointed to design the packaging of their most important products.
The new logo left out the iconic “Brazilian’s girl silhouette” and puts in the center of the creative process the coffee flower, which represents how coffee comes to life. Initially the new graphically simplified version was built and then the new personalized font that would be used for the brandmark was created from its round angles. A new identity which was much more readable and harmonious was created by preserving colors and spaces. For many years Loricaffè has communicated with sector professionals, understanding their needs and helping them to achieve excellence in their final product. That is why we thought that besides a new identity we created a brand architecture which would help them to provide the end consumer with the perfect coffee. We created a concept which consists in many elements which help the brand express itself clearly starting from promotional tools to the product, from the visual representation in the press to the many events organized in factories directly to supermarket shelves.