Tracing the power of the coffee brand

Coffee as a brand is spreading. The success of a brand like Starbucks lies in the understanding that the moment they opened their doors, they were selling so much more than just coffee; they were selling an experience.

Now a global icon, Starbucks has transformed ordinary consumers into avid coffee drinkers. With smart and innovative fridge signage, branding leviathan Coca Cola has launched many new and exciting products, even their own brand of coffee. McDonalds too has maximised the ubiquitous cultural symbol of coffee and has entered the market with their Mac Café branding.

The global appeal of brand partnering

Coffee brands vie for dominance in the market, with Italian coffees at the forefront. Immersed in coffee drinking as an emblem of her culture, Italy is the very country that invented so many of the coffee brands we consume today. Although we may not understand the historical significance of macchiatos, cappuccinos and espressos as the experts do, for most of us, we know what we like and with clever branding and attractive imaging, we will keep coming back for more. When considering the global obsession with coffee, other brands are able to jump on and ride the wave of an already established symbol.

Coffee companies such as Ille are now partnering with chocolate giants Nestlè and Lindt, recognising the delectable synergy between chocolate and coffee. The effect is perhaps more complex than we realise, as an entirely new brand is created with the merging of these two products, giving way to the invention of yet new brands that symbolise these industries. We as consumers then hone our palates even further as we walk into our local coffee shop and ogle over whether today’s choice will be chocolate-flavoured coffee or coffee-flavoured chocolate. Branding escalates, new signage is created to represent the product and in turn, consumption soars.

The sign design that creates the experience

As mentioned earlier, successful coffee brands represent their products by inviting the consumer in for an experience rather than a mere hot drink in a paper cup. Spending some leisurely time in a coffee shop, drawing on a rich, frothy cappuccino and perusing the local newspaper epitomises this experience for many.

All the while, you are surrounded by the sign creation that reaffirms the pleasure of this activity. Stainless steel coffee machines and high tech grinders gleam from the corner of your eye and emanate their rich, satisfying aroma. Next to these machines, you may spot illuminated fridges with mineral water signage that offers consumers a new and different experience. The signage of these fridges; cool and refreshing versus the warm, elegant sign design of the coffee brands, both contribute to an ambience that encourages consumers to part with their money.

This branding is based on the sign fabrication of simple yet tempting menus and sign boards that can make what you’re drinking even more delicious than you thought. When it comes to consumption, it is all about capitalising on the mood of the consumer. Lighting, signage and décor can enhance and elevate mood, and with effective sign conception, even create it.