CLAVE - Musical Cafés
Fictitious project and study for the ID Class course.
Project Overview:
CLAVE was a very special project for us, created exclusively for studies and to complete Marcelo Kimura's ID Class course.
Delivered:
General prints (banners, menus, packaging, boxes, business cards, eco bags, discs, stickers, mugs, disposable coffee cups)
3 stories for social media
Brand manual
Logo in PNG, AI, WEBP, and JPEG
Social media applications (banners and profile picture)
Patterns
Visual identity for the "Orchestra" subscriber group
Icon pack
Illustrations
The idea and the process:
Clave came to change and differentiate the simple act of having coffee, with the purpose of bringing a unique experience to consumers. The idea for the symbol primarily came from Jazz; we sought a typography that better suited the brand's persona, and the V of Clave became an alto saxophone.
The Orchestra:
Clave has a group of subscribers who receive coffee kits at their doorstep every month, personalized and with the monthly playlist, making their coffee much more special.
The idea of the Orchestra followed the same concept as the main brand, vintage retro humanist font, but we took another letter to compose the symbol, the letter O, which became the keyboard of a piano, and shortly after, the brand patterns.
The brand colors came in accordance with music itself, more specifically JAZZ, with vibrant colors that match the typography and symbol.
