l'Artisanal
Coffees and teas
The adventure of l'Artisanal began in 1992 in the Saint-Josse district of Brussels, when Amina and Said took over a coffee roasting business in Saint-Josse. Since 2001, they have been based in Woluwe-Saint-Lambert, offering a wide choice of speciality coffees and over 200 different teas. Their vision is "to transform your coffee break into an enriching sensory experience, creating a place where conviviality and good taste meet".
After more than 30 years in business, their son Abdelmatine, who took over the business, decided to bring coherence to its brand identity in order to clarify its image and better convey its message.
Year
2024-2025
Mission
Rebranding
Packaging
Illustration
Context
Brand Designer
Tools
Photoshop
Illustrator
InDesign
Brief and challenge
Brief: To harmonise all the graphic elements and create a new identity that conveys the values of L'Artisanal: comfort, friendliness and conviviality.
Challenge: To create an original universe that stands out in the hyper-competitive coffee sector, which is already saturated with quality brands.
Creative Process
01. LOGOTYPE
After a great deal of research, we opted for a logo that combined classic luxury codes with traditional markers such as sans serif typography, capitals and uniform thickness. We added a frame to represent the stability and confidence that the brand should convey.
02. THE MASCOT
We decided to add a mascot to counterbalance the seriousness of the logotype. The mascot is Amina, Matine's mother and former manager of L'Artisanal. We opted for a balanced cartoon style. With her smile and sidelong glance, she watches over L'Artisanal.
02. COLORS AND TYPOGRAPHY
We've decided to mix two typefaces:
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The IBM Plex Serif, more classic and traditional, takes us back to the world of the traditional bakery and supports the expertise and age of the establishment.
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Plus Jakarta Sans, on the other hand, is modern and sans serif, adding a touch of modernity.
Brown
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A warm, classic brown, reminiscent of coffee. We'll then counterbalance this classic combination with more daring colours.
Beige
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A creamy beige that evokes the sweetness of warm milk. This beige will be used mainly as a background colour, complementing the white.
04. CREATIVE UNIVERSE
Afin de garnir les supports de communication, je développe une illustration d’Amina en train de torréfier.
Les Familles Gustatives
Nous classons nos cafés en familles gustatives, selon la roue des saveurs du café . Nous avons donc choisi de leur associer une couleur à chacune pour une meilleure lecture. Nous pourrons ensuite décliner ces couleurs pour différents usages.
Graphic applications
Result
With this new brand image, l'Artisanal has been able to clarify its message, bring consistency to its branding and highlight its values. The addition of the illustration provides a definite added value to stand out in this competitive world.