Brand Design Strategy
Interior Design Guidelines
Although Romania has a low percentage of coffee consumption compared to other European countries, due to more exposure to good quality coffee the consumers became more curious. Thus a substantial growth in the consumption is expected. In this business climate the stakes are very high for big and small entrepreneurs.
Based on the context, the client had the courage to give way to the first native Romanian specialty coffee chain that would reach 50+ national and international locations. We had to create a whole new coffee shop brand.
Having a much savvier audience gave us the opportunity to exploit the need for specialty coffee, but also look for a different approach on the method and place it would be served. In order to come up with something different, we needed leverage and we had it. We had a national and international cupping and latte art champion as a head barista, an own coffee roastery and, of course, freshly roasted and grounded specialty coffee. We decided we had to use this to our advantage and change the dialog. We would not be just another business "in love with the coffee bean". We wanted a different kind of personality, a bolder one.
We created the name Narcoffee and the tagline "We're not dealers. We're roasters". We decided to treat coffee as it is, a drug that causes addiction, but also educate the public to get the best dose out there. After being commissioned to execute a series of uniquely designed objects (cup, plate, spoon and apron), together with the interior design team we managed to switch the consumer's focus on his dialogue with the product in front of him and create a special kind of interaction.
Istav Cimpan - fashion designer
Andrei Garba - ceramic artist
George Negrea - photography
Radu Comsa - artist
Cosmin Todor Studio