Branding & Packaging for Ediya Beanist by Studio fnt — BP&O
Text by Richard Baird
EDIYA is an established South Korean coffee brand with franchise stores and a selection of beverages and branded products. It has the largest number of stores surpassing those of Starbucks and other international brands, and will open its 3,000th store in late 2019. With such a strong stand in the market and the rise of in-home and ready-to-ready stores, EDIYA attempted to develop this in the national market as there is room for expansion into the home-made at current income levels in Korea Coffee market there.
EDIYA has gained deep regional knowledge through the daily operation of its branches, which enables a real-time understanding of market shifts and changes in consumption and demand. This is paired with extensive production capacity, from the procurement of raw materials and processing to roasting and product development in our own coffee laboratory. Based on this experience, EDIYA created BEANIST, a new brand for home brewing. And worked with studio fnt to create branding and packaging. The studio sought to maintain EDIYA's brand equity by drawing on aspects of the company's coffee shop signage and giving this new brand a clear presence in the competitive instant coffee market through a striking intersection of shape, color and communication.
From the beginning, Studio fnt expressed initial concerns about the prioritization of the parent brand EDIYA or the sub-brand BEANIST, which ultimately benefited the continuity of EDIYA and the strong recognition of the EDIYA branches on Hauptstraße. These stores are characterized by blue arches and others by their pitched roofs, and all have a bold sans serif logo. The packaging approach prefers a clear hierarchical structure from top to bottom. Starting with the brand, continuing to the type of coffee and ending with the flavor profile and the ingredients. This is supported by color language, information structure and forms that refer to EDIYA coffee shops and manual grinders.
The use of form; The mill and shop architecture are delightful visual gestures in their simplicity and color blocking. These go well with the notions of coffee shop quality and comfort at home, but also serve to store and delimit important information, expand and shrink depending on the package size and required information, and structure them with a clear continuity across a variety of SKUs with the potential to hold a lot more.
The typical dark and warm browns associated with coffee that add to the supermarket shelf are undermined here in favor of a bright white and blue that channels some of the entire specialty coffee market for beans. It is deserved. Although part of the ready-to-drink category, the use of nuanced flavor profiles (and specific lists and percentages of ingredients on the front of the pack) makes for an interesting hybrid.
There is a touch of freshness, modernity and convenience in this work, but not at the expense of the perceived quality. The supporting color and the copper block that foils small details still deliver the aforementioned properties of warmth, robustness and variety of flavors to be discovered and enjoyed. Chances are, of course, that the white packs are not being transported well, that they are getting dirty, or that the dinks may be seen through obvious shadows on a white surface, but probably fine if packaged or packaged for wholesale.
The result is a noticeable visual difference, recall and communicative support, as well as clear connections to and equity carried over from the coffee options on the main street. It develops a visual language that connects home and store through a graphic form that is dynamic and responds to different types of packaging, from the wider, shorter boxes to the large, slim bags. Further work by Studio fnt on BP & O.
Design: Studio fnt. Opinion: Richard Baird.
If you enjoyed this, you may also like:
Thank you to everyone who has visited BP&O since the beginning of 2011. As many of you know, BP&O has always been an open access design blog aiming to offer an expanded opinion on brand identity work. Tried to be the opposite of the social media platform, which often disentangles form, context, and content. Article writing can take 2-4 hours and is carefully researched.
I am passionate about design writing and believe that spending time writing about work rather than just posting pictures will fuel design discourse. If you enjoyed this article, have been on the website from the beginning and want to make a contribution to the future, you should support the website with a small PayPal donation. This will have an impact on the cost of hosting, CDN (to make the website load faster) and Mailchimp and will cover some of the time researching, writing, formatting and sharing posts.