In China’s heavily crowded coffee market, there was an absence of a true, high-quality artisanal coffee brand to satisfy real coffee connoisseurs – and the teaching facilities to train new coffee makers. With business skills, coffee knowledge and craft, along with a discerning palette, Origo saw the lack of a luxury coffee brand in China as an opportunity to create its own territory and build a new benchmark brand.
It was imperative the brand identity reflect Origo’s artisanal craft with a visual language that shows pride in its Chinese roots and appeals to a discerning audience. To do so, we needed to share Origo’s unique approach of sourcing coffee beans, specialty roasting, creating artisanal blends and coffee training through a multi-layered visual expression that could capture the attention to detail applied at every stage of the process.
The brand design focused on Origo’s ambitions, experimentation and experience with different coffee blends and the meticulous procedures from crop-to-cup required to craft specialty coffees. These qualities differentiated Origo and ensured the new brand design could be both storied and aesthetically unique.
Origo’s visual identity needed to match the characteristics of their coffee – nuanced, detailed and sophisticated. The design concept ‘Moved by Coffee’ was inspired by the circular motion observed in each step of the coffee process – from the shapes of the berries, to the circular grinding of the beans, down to the final swirl through the filter and into the cup.
During the first four months following the soft launch, interest and pre-orders for Origo exceeded expectations and led to additional coffee roastings to meet demand. Origo officially launched their sales platform in October 2019, and early feedback from clients and customers on the product offering, packaging and design is overwhelmingly positive.