A Study on The Development of Brand Visual Identity According to Brand Planning of A Specialty Coffee Brand - Focus on The Coffee Lusso Case -

Abstract

(Background and Purpose) Recently, Korea's coffee consumption has grown rapidly, ranking sixth in the world. With the entry of the U.S. specialty coffee brand‘Blue Bottle, representing the “third wave of coffee”, competition between domestic and foreign brands is becoming fiercer. This study is an integrated brand renewal project to strengthen the brand competitiveness of a flagship B2C brand Lusso of a company equipped with the largest roasting factory in Korea. With the basic premise that it should be renewed in a better direction, brand planning emphasizes creating a proper brand identity. Based on brand planning, that reveals the reason for Coffee Lusso's presence, it intends to develop and apply a visual identity consistent to all areas of customer contact points such as package, website design, and BI development. (Method) This study intended to cover brand planning and brand design development. The brand planning is the primary process of integrated branding to create a consistent brand image in all areas from naming to store space. The process for this study was as follows. First, through brand status analysis the perspective was shifted from professionalism-centered to customer-centered. It approached brand insight through asking underlying questions and finding answers from the brand perspective and customer perspective. It is the reason for brand presence and the establishment of brand planning. Next, to make it clear that it is a coffee brand, renamed it and derived a brand concept, slogan, and tone and manner. Finally, visual work such as logo design and package design was carried out to show the brand concept in detail. The expression for this visual work was based on the determined tone and manner. (Results) To clarify the brand identity, it was renamed to Coffee Lusso, the brand concept was set to ‘Coffee that touches a customer’s heart’, and the slogan was set to ‘The pleasure of coffee, Coffee Lusso.’ For tone and manner that corresponds to the brand personality, Simple, Stylized, and Heritage were selected. As a design idea, the distinctive taste of coffee is expressed in various colors, and the time to enjoy coffee is shown in a specific sequence by using illustrations of a hand-drawing technique that matches the craftsmanship of the coffee production process. Through this visualization, the meaning of coffee to people is directly shown, and the brand concept of Coffee that touches a customer’s heart is realized. (Conclusions) Brand planning was established through brand status analysis and underlying questions and answers, and based on the planning, the brand concept, slogan, and tone and manner were derived. Brand design must be applied to all design fields while observing the brand concept and tone and manner to form a consistent brand message and image. This is the most important point for a well-functioning integrated branding.