Seven Beans Coffee Company is a ‘bean-to-cup’ enterprise between Indian coffee planters and Italian roasters. They both have a rich history spanning over a century. Combining their heritage while staying contemporary was one of the primary challenges for the logo and packaging. Visually differentiating between domestic and international lines while appealing to a modern, global audience was key to the success of their brand.
To emphasize the brand personality and differentiate from the competition, the logo and packaging are meticulously detailed. This pays homage to the traditional methods of planting, and the precise blending process, which make up the brand DNA. The packaging colours are bold and complementary, helping differentiate between whole and ground coffee, as well as various blends. This created strong brand visibility in a saturated market.
The logomark has a classic feel. It resembles a shield depicting a wrought iron gate through which views of the Caffe’ L’Antico head office - a castle in Italy, combined with the hills of Chikmagalur. Coffee beans, leaves, and a cog, are some of the elements that represent the detailed processes involved in growing and blending some of the finest coffee in the world. The packaging for Seven Beans was split into two lines - ‘Indian Selection’ & ‘Linea Italiana’. The Indian Selection uses traditional motifs with bright orange and blue as the primary colours. The design needed to embody an Indian sensibility while still being able to appeal to a global audience. The colours help differentiate between the blends as well as ground and whole bean coffee. The Italian line, leans toward a more minimal aesthetic, using black and white to differentiate between whole bean and ground coffee. The colour of the ribbon graphic creates a visual cue for different blends.