✦ ✦ ✦ Identity · Coffee

Jazzing up
a cup of coffee.

Client Bru Cafe

Category Branding · Design

Output Brand world · in print

Mood A little swing

A FLUID^® case study
Identity · Posters · Stage

Chapter 01 ✦ How we read the brand

Bru is a daily ritual. The kettle, the spoon, the first warm sip before the day begins. Familiar. Reliable. Sometimes a touch sleepy.

Bru did not need reinvention. It needed swing.

A daily cup, given a little jazz.

Coffee is a habit. Jazz is what we put on top.

The founding note

Bru already lived in millions of mornings. Our job wasn't to convince anyone to drink it. It was to give the cup a little personality, a little colour, a little tune to hum along to.

Chapter 02 ✦ The note we played

We took a small word, an everyday word, and let it carry the whole brand. Something a regular might say without thinking. Something that already belonged to the cup.

The campaign idea ✦

"Jazzing it up."

One small phrase, one whole world

From there, every choice followed. The colour palette got warmer. The type got a little looser. The posters started to feel less like advertising and more like the wall of a record store.

The first note · Bru reframed

The brand rule

Don't sell the coffee. Sell the mood around the coffee. Warmth on the inside. A little swing on the outside.

Chapter 03 ✦ The visual system

A brand has to be recognised at a glance.

So we built a kit of small repeating moves. A colour. A wordmark. A way of cropping. A way of looking.

Poster · 01

Poster · 02

A house of small repeats.

One colour family. One typographic gesture. One way of cropping the cup.

Repeated until the brand starts to feel inevitable.

The job of a system isn't to be loud. It's to be familiar by the third frame.

Why a remix, not a redesign

Bru already had years of muscle memory in its favour. We didn't want to break the shape of the brand. We wanted to give it a tempo. Same coffee. Different rhythm.

Chapter 04 ✦ Out into the wild

A brand isn't a deck. It's where it lands. So we let the system meet the world. Posters on a wall. Cups in hands. Type at scale.