ABOUT
Arabia. The father of the coffee bean and the keeper of it’s greatest secrets. Many consider the coffee beans grown in this region to be some of the strongest, and of the highest quality. The world has long been deprived of the gifts that the Khawlani coffee bean has to offer.
This is the purpose behind MAEIZ; to bring traditional and authentic Arabic coffee to the masses whilst also sharing the great culture that comes from this region. It’s earthy flavors and strong taste are unrivaled by modern coffee beans grown anywhere else.
BRANDING
The Primary Logo of this brand, the Blossom, was chosen due to its resemblance to the flower that blossoms on the coffee plant, marking the sign of a soon to be ready harvest. This logo also comes to represent aspects of the Arabic culture, namely their beautiful and intricate mosaics that have become a staple of their culture. The designs can be found on numerous surfaces and mediums such as carpets, tile flooring, ceilings, and even on the edges of hallways and doors.
The colors used in this project are separated into three groups, though they do share similar lightness and values. The first group, Seasoned Blossom and Morning Foliage, act as the primary colors of the brand and are also used on the Medium Roast line of products. The second group, Untouched Soil and Muffled Sunburst, are used on the Light Roast line of products also shown in this showcase. The final group, Dampened Bean and Arabian Dusk, make up the colors used in the Dark Roast line of products. Lastly, these groups share a common color between them, Pure Sand, which acts as a neutral tone to place text upon and as a way to further connect the three groups together.
The two primary fonts used in this brand are Abigail Regular (wordmark/headers) and Montserrat (subheaders/general text). The first of which, was chosen based on its organic shapes and regal nature that come to represent the natural aspects of the brand as well as the high value that this commodity would carry. The second font was chosen based on its simplistic nature which perfectly contrasts the complex nature of the primary font, and was also chosen based on it's easily readable ligatures and many variants within the family. There is one last font used in this project, Awal Ramadhan, which is an Arabic based font that uses english lettering. The only use of this font is within the saying that is displayed at the bottom of our products "Assalam Alaikum" which translates to Peace Be Upon You in Arabic. We felt that this addition helped to convey the feeling of culture.
Light Roast
Each of the product variations for this brand have their own unique color palette that helps to differentiate them from one another as well as help describe the flavors and tones that are created when the beans are ground and brewed.
For the Light Roast line of products, the packaging was given a lighter color palette to help consumers visually identify the coffee as a light roast. The palette also represents the signature earthy flavors of the brew and the sweetness and softness that come with it.
Medium Roast
Like the Light Roast line of products, our Medium Roast line follows suit with an earthy color scheme that conveys the tone of the coffee. The dark green color represents the stronger and richer flavor that this product has when compared to the Light Roast. The Red color seeks to establish that there is still something familiar to be had here in terms of softness and sweetness, comparing to the lighter roast.
As stated above in the "Branding" section, this is the color scheme that acts as the main brand colors. It was decided that the dark red/green combination was a nice middle ground to represent the brand when compared to the other color palettes. Not too light, but not too dark. The brand was to convey the fact that this was an exotic product, only using the highest quality and authentic ingredients.
Dark Roast
The Dark Roast line of products features the darkest palette out of the three product lines. These deep and rich colors come to represent the flavor of the coffee that shares these same descriptors, whilst still appearing to have an earthy tonality to them that further conveys the organic and authentic experience that the product provides.
The colors also act as a means of informing the consumer that this product might not be for everyone. It's dark nature attempts to ward off any unexperienced coffee drinkers by showing them that this isn't your typical cup of coffee. It's sure to be packed full of flavor that will leave a lasting impression.
