abhishreshthaa
Abhijeet S
Reasons for change
The first Café Coffee Day was set up in 1996 on Brigade Road, Bangalore. The parent company, Amalgamated Bean Coffee Trading Co Ltd., was already one of India’s leading exporters of green coffee owning thousands of acres of coffee plantations and its own processing units and curing works. It had also ventured into retailing of roast and ground coffee through Coffee Points in South India, which began replacing local brands as the undisputed no. 1 in its segment. The brand under which R&G coffee was being retailed was (and is still) called Coffee Day. The target audiences for this brand were found to be quality conscious, mostly traditional South Indian families with classical tastes. The logo reflected this fact.
When Café Coffee Day was launched in 1996, the target audience was expected to have a similar profile and the logo adopted for the cafes was a close variant of Coffee Day. There was a profile match, for some time. The years rolled by and the café culture percolated almost completely to the Indian youth by year 2000. No longer was the café a bastion of the intellectual, it had become an urban youngster’s favourite “hangout”.
An in-house research shows that Café Coffee Day’s customers are mostly young college students and young professionals.
And it was time for Café Coffee Day to rejuvenate itself - through its look and logo. The change of logo is the beginning of a process at café Coffee Day. The spin off’s of this contemporization process will be seen in the brand communication and the interior design as well.
The significance of the Colours
• The RED stands for leadership and vitality. It also stands for passion (… for coffee).
• The GREEN stroke harks back to our coffee growing heritage and the coffee plantations that we own.
The significance of the Text, Fonts and Swirl
Café is noticeably larger than the rest of the text inside the logo box. This denotes that Café Coffee Day pioneered the café concept in India way back in 1996. Café Coffee Day would like to own the word “café” in the minds of its customers. When one thinks of a café it’s got to be Café Coffee Day. The font used for “Café” is called SLURRY. The font looks as though the letters have congealed out of a liquid. It gives the impression that the word is still forming itself and evolving into something new and something better constantly. This is the characteristic of Café Coffee Day’s customers and this is the characteristic that the brand too wants to adopt.
The upward SWIRL inside the logo box stands for the invigorating and uplifting nature of coffee and the ambience at café Coffee Day.
“COFFEE DAY” has been written in the same stylized font as the earlier logo for continuity’s sake as also to preserve some of the linkages with Coffee Day, its sister brand.
The first Café Coffee Day was set up in 1996 on Brigade Road, Bangalore. The parent company, Amalgamated Bean Coffee Trading Co Ltd., was already one of India’s leading exporters of green coffee owning thousands of acres of coffee plantations and its own processing units and curing works. It had also ventured into retailing of roast and ground coffee through Coffee Points in South India, which began replacing local brands as the undisputed no. 1 in its segment. The brand under which R&G coffee was being retailed was (and is still) called Coffee Day. The target audiences for this brand were found to be quality conscious, mostly traditional South Indian families with classical tastes. The logo reflected this fact.
When Café Coffee Day was launched in 1996, the target audience was expected to have a similar profile and the logo adopted for the cafes was a close variant of Coffee Day. There was a profile match, for some time. The years rolled by and the café culture percolated almost completely to the Indian youth by year 2000. No longer was the café a bastion of the intellectual, it had become an urban youngster’s favourite “hangout”.
An in-house research shows that Café Coffee Day’s customers are mostly young college students and young professionals.
And it was time for Café Coffee Day to rejuvenate itself - through its look and logo. The change of logo is the beginning of a process at café Coffee Day. The spin off’s of this contemporization process will be seen in the brand communication and the interior design as well.
The significance of the Colours
• The RED stands for leadership and vitality. It also stands for passion (… for coffee).
• The GREEN stroke harks back to our coffee growing heritage and the coffee plantations that we own.
The significance of the Text, Fonts and Swirl
Café is noticeably larger than the rest of the text inside the logo box. This denotes that Café Coffee Day pioneered the café concept in India way back in 1996. Café Coffee Day would like to own the word “café” in the minds of its customers. When one thinks of a café it’s got to be Café Coffee Day. The font used for “Café” is called SLURRY. The font looks as though the letters have congealed out of a liquid. It gives the impression that the word is still forming itself and evolving into something new and something better constantly. This is the characteristic of Café Coffee Day’s customers and this is the characteristic that the brand too wants to adopt.
The upward SWIRL inside the logo box stands for the invigorating and uplifting nature of coffee and the ambience at café Coffee Day.
“COFFEE DAY” has been written in the same stylized font as the earlier logo for continuity’s sake as also to preserve some of the linkages with Coffee Day, its sister brand.