Work2024
Archicoffee Co.
- Client
- Archicoffee Co.
- Year
- 2024
- Role
- Brand Strategist | Creative Director | Designer
- Services
- Brand strategy, visual identity, tone of voice, marketing roadmap, brand book
Archicoffee entered the supermarket-coffee aisle as a commodity with no voice. The founders were architects; the product looked like everything beside it.
The work was a translation, not a design job. The architectural arch became the foundational grid of the whole system rather than a motif applied to it — which moved the brand from commercial product to designed experience, and gave it an intellectual backbone the shelf could not flatten.
Delivered as a full ecosystem: visual identity, tone of voice, marketing roadmap, and a brand book governing everything from packaging to digital presence. The founders’ architectural legacy ends up living inside the coffee.
Case study
Translate the founders' own discipline into the brand's grid.
The challenge
Archicoffee was entering the saturated supermarket-coffee market as a commodity with no distinct voice. The founders were architects, but their product looked generic. The challenge was to escape the commodity trap by giving the brand an intellectual backbone.
The strategy
I approached this not as a graphic design project but as a translation of the founders’ identity. I used the architectural arch not merely as a visual motif but as the foundational grid for the entire brand system. That shifted perception from a commercial product to a designed experience.
Execution & impact
I developed a comprehensive brand ecosystem — visual identity, tone of voice and a marketing roadmap — that positioned the brand above its competitors before launch. The result was a cohesive brand book governing everything from packaging to digital presence, so that the founders’ architectural legacy lived inside the coffee itself.