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Benin's Visual Identity Transmits Happiness, Passion, and Feel-Good Vibes

Anja Zambelli Colak, a renowned designer, has unveiled the transformation of Benin, a family-run coffee company, into a franchise model with a heavenly brand concept. Inspired by the divine spirit of coffee, the brand's visual identity infuses the symbolism of an angel – a happy Cherub serving coffee, reflecting the renaissance of the soul after having coffee and the connection to Italy, the homeland of premium coffee.

Benin's unique values are portrayed through the warm and cheerful customer approach, transmitting energy and passion into their franchise. The brand's bright colors and Cherub's loving, smiling face create a sense of happiness and feel-good, resonating with every customer.

The brand speaks to different levels of coffee lovers, primarily Millennials and Gen Z, using their favorite baby pink and blue tones, along with strong yellow and red to pinpoint the energetic brand personality. The product packaging aligns with sustainability expectations, utilizing paper cups, jute tote bags, and tins, with angelic cloud textures constantly transmitting the heavenly good feeling.

Anja Zambelli Colak's design journey for Benin began in May 2021 and concluded in August 2021 in Rijeka. The process involved in-depth research, workshops, and testing at every brand touchpoint to ensure the final identity resonated with the brand's unique story, philosophy, and target market.

The creation of Benin's visual system was a result of an in-depth process that included the discovery of the client's business drivers and company culture. The symbolism of the Renaissance movement, as a starting point for Benin's concept design, illustrates the renaissance of the soul after having coffee, as well as the connection to Italy, the homeland of premium coffee.

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