Deru

Challenge

In a crowded coffee market, the brand needed a language that stands out through character rather than price — one that works on a cup as well as a cookie box.

Approach

We turned the soft geometry of the logotype into a family of characters: running, stretching, smiling coffee cups. A palette of lime green, lilac and orange, combined with single-color line illustrations, created a system capable of endless variations on packaging and social media alike.

Result

The character and pattern system was adapted to the entire product range — cups, lids, boxes, ice cream tubs and cookie packaging — without increasing costs.