Combining the concept of Einstein with coffee
ACADEMIC PROJECT
Einstein Coffee was engineered by a physicist and chemist to deliver twice the energy without the bitter or acidic taste.
Einstein Coffee needed a brand identity that seamlessly infused the idea of Einstein with coffee for an audience up to great things.
The following elements were created for a brand identity:
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Logo Design
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Color palette & Typography selection
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Packaging
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Mobile App (coming soon)
Understand
Outer Packaging
It was important that the coffee packaging was distinct and brought something different to the daily coffee experience. I took a step back and asked why people drink coffee and what needs they're trying to meet.
In addition to providing energy, it needed to offer speed and convenience while reflecting the brand's personality.
Ideally it could be something that a person would keep even after the coffee was gone.
I designed the packaging to look like a book with the idea that each morning, a person has the opportunity to take a page from Einstein's book.
The embossed atomic energy symbols indicate the strength or amount of caffeine the coffee can contain on a scale of 1-4.
The shade of the coffee bean corresponds to the type of coffee grounds the package contains.
The Man Behind
the Coffee
Research Findings
Einstein’s work in physics contributed to our understanding of the universe and how it works. Visuals of that space and models of his theories inspired many elements of the brand.
Einstein’s ultimate goal was to create a unified theory to describe all the forces of nature and simplify the quantum world.
Complex networks can help unify gravity and quantum mechanics. The coffee packaging was influenced by these models and visualizations.
Branding Elements
Elements were inspired by coffee, celestial phenomena, quantum physics, and photos from Einstein's life.
The logo was inspired by pictures of Einstein at the chalkboard in his many years as a professor. I wanted it to feel like something that both came from that era and might be associated with industriousness.
The color palette focuses on warm and energetic shades that fit with ideas of coffee and light.
Coffee Collection
Collect all six varieties to create a picture of Einstein.
Each cup has 3 visual elements:
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Picture of Einstein
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Einsten Coffee logo
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Einstein quote
The user can rotate their cup sleeve to reveal any of the 3 elements.
Coffee on the Go