Image Credit : Photography By: Janyon Photography
Project Overview
Paul Bassett, former World Barista Champion, is the visionary behind Bassett Espresso. From the moment Paul presented us with the challenge to reinvigorate his existing coffee brand, we recognised what was to be a truly rewarding collaboration.
Bassett Espresso is a reflection of Paul’s personal taste. It portrays his journey of creative expression and the continuation of his relationship with coffee, capturing the imagination and potential of quality espresso.
Project Commissioner
Project Creator
Team
Creative Director:
Matthew Squadrito
Terry Squadrito
Brand Strategist:
Meg Kerwick
Project Brief
The journey of reinvigorating the existing brand began with a new name – Bassett Espresso. From here we endeavoured to build a strong brand dialogue through coffee packaging, in-venue applications and e-commerce website.
From day one we were dedicated to ensuring that the brand would be a personal reflection of Paul Bassett and his uncompromising commitment and passion to quality coffee. The result is a commanding identity that demonstrates an aesthetic that is purposely restrained yet bold through its beautifully considered typography, graphic detail and carefully curated content.
Project Innovation/Need
From the onset we identified the need to elevate the brand through packaging. In addition to a sound design execution, the production and materials needed to challenge the category norm. We achieved this with help from our packaging supplier by experimenting with a plastic lined foil material and an adjusted gusset depth to best achieve our intended coffee bag shape; tall yet robust in appearance. Even after much handling the bag maintains its shape with a crinkle free appearance. Additionally, we applied a matt finish to the outside of the bag that complements the solid soft grey print – together creating a refined finish that exudes confidence, quality and appears perfectly proportioned.
Design Challenge
Our challenge is to ensure that the brand confidently represents Paul Bassett and his unique approach to producing quality coffee whilst creating a highly marketable product with strong retail appeal.
Paul’s connection to coffee tradition needed to be translated through our work, so we consulted with him closely to discover that his open mindfulness allows him to continue to explore coffee's sensory possibilities through technical refinement.
With this in mind, we began rebuilding the brand starting with a revision of the name from Paul Bassett Espresso to ‘Bassett Espresso’. The use of the classic typeface, allows the logo to be commanding with a nod to tradition.
Another important brand device is the custom pattern, derived from a European tessellated tile pattern. The graphic seamlessly aligns art and geometry, symbolising Paul’s approach to coffee as both creative and technical.
Content strategy via the website and social media is also key in defining Bassett Espresso as an educator and authority in the coffee industry.
The Bassett Espresso brand demonstrates an aesthetic that is purposely restrained yet bold through its beautifully considered typography, graphic detail and carefully curated content. Furthermore, it proudly represents Paul Bassett and his uncompromising vision for quality coffee.
Effectiveness
The coffee industry is highly saturated, so it was our intention to create a brand that would elevate above the norm and project a presence of authority and honesty. Bassett Espresso, being a personal reflection of Paul Bassett (former World barista Champion) allowed us to achieve this.
With any retail product, stand out is critical. Our aim was to create a coffee brand that was elevated and ‘timeless’ in comparison to its competitors. While competitors opted to follow trend, focussing on a central sustainable coffee sourcing message and earthy palette, Bassett's message is focussed around flavour and quality, and the aesthetic is bold in contrast with the use of a fresh pale grey and dark navy blue palette. This was just one design decision that supported our strategy to challenge existing coffee branding.
Bassett Espresso has received an incredible market response with many venues stocking product not only for its quality, but its strong graphic presence. Also the design of the Bassett cups enables venues to offer a stylised alternative to plainly packaged takeaway cups. With Bassett focusing on urban venues, the cup is a powerful brand signifier in areas with high foot traffic.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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