Yakult Design & Branding COCOBRUNI by CIM CREATIVE

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Industry Cafe
Media Design & Branding
Market South Korea
Director Park Manho
Art Director Lee Keunhyung
Released October 2010

Credits & Description

Category: Logo Design
Advertiser: KOREA YAKULT
Date of First Appearance: Oct 18 2010
Entrant Company: CIM CREATIVE, Seoul, KOREA
Entry URL: http://www.youtube.com/watch?v=xnMXynE6r1c
Cheif Communications Officer: Park Juseok (Cimcreative)
Director: Park Manho (Cimcreative)
Design Team Leader: Choi Hyeju (Cimcreative)
Deputy Section Chief: Park Jonghoon (Cimcreative)
Art Director: Lee Keunhyung (Cimcreative)
Deputy Section Chief: Hwang Seong Gu (Cimcreative)
Media placement: Logo Design (BI) - Cocobruni Coffee Shop - 18 Nov.2010

Describe the brief from the client
Client Cocoburni wanted to make a cafe brand for premium coffee and dessert:
taste (the best barista and chocolatier), interior(with a certain theme), hand-made cakes made twice everyday, and so on.

Describe the challenges and key objectives
In most of the existing coffee brands, symbols are shaped by coffee beans and accessories. In order to differentiate itself from existing ones, Cocobruni pursues the design that makes a favourable impression and makes you feel mystique and care. As a result of investigating other brands, most of them are designed with coffee beans, coffee cups and God as a motif.

Describe how you arrived at the final design
Even though it was a cafe for coffee and deserts, we gave up the widely known symbols, coffee beans and cups. Instead, we created the symbol that describes Cocobruni's philosophy and what the brand pursues, a design which leads the culture as a messenger for better communication.

Give some indication of how successful the outcome was in the market
Six Cocobruni shops opened and:
- saw sales of 400% compared to their competitors.
- raised TOM as a premium brand with special taste, design, and advertisements.
- created good advertisements and was well-known to people due to good brand design.
- had high media awareness.