Luxury Coffee Branding: Initial Design Ideas

In order to further my experimentation throughout this brief I decided to look at another approach to the Altitude brand, focusing on the specifics that go into growing and roasting the beans. This approach resulted in the idea to create a typographic representation to showcase the scientific approach taken when producing ground coffee and beans. Consequently I reviewed previous research into the coffee production process such as elevation, growing time, fermentation and roasting times. This consideration lead to the development of a ‘formula’ based on the hours/time that goes into each section (see figure 1-6). An issue with this was how to present the numbers in a formula that wasn't a single line leading to some experimentations (see figures 2-3) looking at different way to break up the numbers, leading to the elevation being added together with months taken for the beans to grow from flowers to cherries, as this relates to the growing/harvesting section of production, with those being divided by the hours of fermentation as this relates to the production, with all the figures being times by the minutes relating to roast. This allows the formula to change based on colour of the roast (see figures 4-5) with the answer to the formula being that kind of roast. Furthermore this composition of equation allows the equation to be more compact rather than a long single line of addition as the formula flows due to common method taken when solving a mathematic equation. Initially when developing this design the formal consisted of more words (see figure 1-2) as I thought this would make it easier for people to understand, however when developing it into the classic mathematical formula it became too long and complex resulting in the simplification to using just numbers and measurements as this was all that was necessary for the formula to be given some context (see figure 6). Furthermore due to the simplification of the formula I decided to just feature the roast as the answer rather than P for perfection or PL for perfect light roast as this further complicated the formula and was generally unnecessary (see figure 4-5). 

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6