Branding: CHAABIL COFFEE

Branding: CHAABIL COFFEE

Kaffee ist weit mehr als nur eine weitere Möglichkeit am Morgen aktiv in den Tag zu starten. Wussten Sie beispielsweise, dass Kaffee, wenn korrekt geröstet, bis zu 1000 Aromastoffe enthalten kann? Das entspricht doppelt so vielen Aromen wie sich in einer teuren Flasche Wein finden lassen. Die braunen Kaffeebohnen sind das Produkt jahrelanger Pflege der Landwirten, einem guten Klima, sorgfältiger Lagerung und einem hervorragenden Kaffeeröster.

Wie man aus einer CHAABIL-Kaffeebohne Vanille und Rhabarber herausrösten kann, bleibt genau so mystisch, wie die Berge Guatemalas, auf welchen dieser Kaffee wächst. Dabei handelt es sich beim Auftraggaber um einen ehemaligen Kaffeebauer, der den Kaffee seiners ehemaligen Arbeitsplatzes nun selbst anbietet. Der Single Estate Kaffee, also Kaffee von nur einer Plantage, unterstützt die lokale Gemeinschaft mit einem gesicherten Einkommen, fairen Preisen und gewährt dem Endkonsumenten eine phantastische Kaffeequalität in der Tasse.

Grundlage für das Branding des Kaffees bot die Mythologie der guatemaltekischen Mayas. Gemäss mündlichen Überlieferung besass der Quetzal-Vogel ursprünglich ein ausschliesslich grünes Federkleid. Seine scharlachrote Brust erhielt er nach der Eroberung des Maya-Reiches durch den spanischen Conquistador Pedro de Alvardo in den Jahren 1524-1525. Der Quetzal soll im Blut des ermordeten letzten Maya-Königs, Tecun Uman, gebadet haben. Dadurch färbte sich die Brust des männlichen Quetzal scharlachrot und gilt seither als Symbol für die Trauer um den letzten König und den daraus resultierenden Verlust der Freiheit des Volkes.

Der Quetzal als Logo für eine Kaffeemarke aus Guatemala wiederspiegelt das wirtschaftlich gebeutelte Land, dessen reiche kulturelle Tradition und den Wunsch nach Freiheit von der korrupten Obrigkeit, die das Land zermürbt.

CHAABIL bedeutet in Q’eqchi‘, der indogenen Sprache der Maya, die noch immer Gesprochen wird, soviel wie gut oder fein.

Dass CHAABIL COFFEE aber nicht einfach nur im Geschmack eine feine Sache ist, wiederspiegelt auch das Packaging. CHAABIL Kaffee erhält man in einem sandbraunen Papierbeutel à 250g, ohne Aluminiumbeschichtung, was die Verpackung nicht nur umweltschonend, sondern auch recyclebar macht.

Abgerundet wird das Branding durch die zugehörige Homepage, auf welcher das Produkt vorgestellt und beworben wird.

Zeitraum: März 2016 – April 2017      Kunde: CHAABIL COFFEE      Kategorie: Branding | Web Design

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