Branding
Monday April 19, 2021 By David Quintanilla
BrandOpus Redesigns Swedish Coffee Brand Gevalia | Dieline


With extra of us seeking to convey the espresso store expertise into their very own residence, shoppers are turning away from the extra mainstream espresso manufacturers that dominate the grocery store cabinets and are choosing one thing extra premium. Seeking to capitalize on this shift, espresso model Gevalia is rolling out a brand new look in grocery shops this month.

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To reinvigorate the espresso model, Kraft Heinz turned to inventive company BrandOpus for a top-to-bottom rebrand. Whereas they saved the standard yellow of the packaging, a lot of the visible identification has modified. It’s not as drastic as J.J. Abrams remaking iconic Swedish director Ingmar Bergman’s Persona, nevertheless it’s undoubtedly a managed burn.

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Earlier than and after.
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BrandOpus did this by trying again to the beloved model’s Swedish roots and leaning into its heritage. Packaging property just like the crown and have been reworked right into a extra stately affair, whereas the model title has gone from all uppercase letters to lowercase. The company selected this as a result of it helps with the pronunciation—in any case, Gevalia will get a delicate “g” sound. The typography additionally takes on a extra Scandinavia aesthetic, they usually ditch the patterned espresso cup from the earlier iteration. Now, an aroma swirl rises from the logomark, including a visible connotation related to taste and even slightly sensorial ambiance.

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“We wished to determine a story that felt extra attitudinal and fewer product-benefit centered. The brand new appear and feel go in opposition to class norms that concentrate on caffeine gasoline advantages or customary style messaging. It is an evolution that feels extra creative, expressive, and accessible – talking to espresso drinkers in the present day and low drinkers to return,” stated Paul Taylor, chief inventive officer and founding accomplice of BrandOpus, in a press launch.

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“In realizing an enormous progress alternative within the premium espresso market, we had been in search of an company who might strengthen our current equities whereas bringing new and distinctive which means to Gevalia,” stated Tom Merriman, Gevalia senior model supervisor, in the identical press launch. 

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“We’re excited to see the modernized aesthetic hit cabinets and break by means of in a aggressive class,” he added.

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