Brand Design Strategy
Interior Design Guidelines
Although compared to other European countries Romania has a low percentage of coffee consumption, the availability of good quality coffee on the market raised the consumers’ interest which led to a substantial growth in coffee consumption. In this business climate the stakes are very high for both big and small entrepreneurs.
In this 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.
The savvier consumers gave us the opportunity to exploit the need for specialty coffee and to look for a new approach of its serving method and place. 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 have decided to use this to our advantage and change the message. We will be more than just another business "in love with the coffee bean". We wanted a different 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 tasty addictive product, and to educate the public to get the best dose. After being commissioned to execute a range of uniquely designed items (cup, plate, spoon and apron), together with the interior design team we managed to switch the consumer's focus on a dialogue with the product and create a special kind of interaction.
Istav Cimpan - fashion designer
Andrei Garba - ceramic artist
George Negrea - photography
Radu Comsa - artist
Cosmin Todor Studio