Briefing:
Haacht Brewery — number three on the Belgian market — began selling coffee in its cafés in September 2009. The coffee is sold under its own label, Fuerto. Using Fuerto as its own brand of coffee, the brewery is seeking to expand the range in its cafés. The brewery supplies the coffee equipment itself and has it maintained by its own technical people. Haacht Brewery asked Today to work with it to develop the new coffee concept.
Solution:
Today developed a new logo and visual identity for the new brand and reinforced its brand message. The logo is powerful and authentic, featuring a coffee bean as the central graphic element. The dominant colours are brown and warm orange. The logo was followed by a quality seal/stamp and a line of packaging. Finally, Today was also responsible for developing the basic guidelines.
