BACKGROUND
Loco Turkish Coffee is a blend of Turkish coffee and protein-packed locust. This project highlights the unique taste of strong coffee mixed with an interesting twist: locust powder.
Initial ideas
Visual identity
The Loco logo captures the essence and culture of the Middle East, where Turkish coffee is primarily consumed. By incorporating common symbols of Turkish coffee, such as the small pot that is used to brew the grounds, my aim is to invoke a feeling of warmth and familiarity.
The Brewed Burgundy color is a deep red color that is found in many traditional Middle Eastern rugs. The contrast of this rich color against the Malted Locust creates boldness and depth, similar to the flavor of the coffee.
The type family that is used for Loco Turkish Coffee is the sans-serif typeface, Acumin Pro.
Business system
The Loco Turkish Coffee business system includes a square business card, standard sized envelope, and designed letterhead that incorporates the Loco pattern.
Packaging
The individual coffee pods that are connected to form the shape of a circle are meant to resemble locusts during their social seasons, when they fly together in swarms. The triangular shape of the coffee pod is the simplified shape of the locust’s body.
Merchandise & Marketing
Marketing items include a Turkish coffee cup, coasters, and a tote bag. For delivery purposes, all wholesale coffee orders will be distributed using the Loco van. Advertisements will be placed in metropolitan areas in order to attract city dwellers.
