Sangre Negra Design & Branding THE COFFEE THAT SPEAKS by Grey Mexico

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Mexico
Agency Grey Mexico
Director Ádrian Lejarazu
Creative Director Luis Guillen, Victor Hugo Figueroa
Art Director Gustavo Cancino
Producer Chon Alatorre
Released February 2012

Credits & Description

Category: Promotional Item Design
Product/Service: COFFEE
Vice President - Creative: Ándres Martínez (Grey Group México)
Creative Director: Víctor Hugo Figueroa (Grey Group México)
Creative Director: Luis Guillen (Grey Group México)
3D Artist: Leonardo Kambayashi (Grey Group México)
3D Artist: Ignacio Tamez (Grey Group México)
Art Director: Gustavo Cancino (Grey Group México)
Director: Ádrian Lejarazu (Grey Group México)
Producer: Chon Alatorre (Circo Films)
Media placement: Mug - Coffee Shops - 3 February 2012

Describe the brief from the client
We wanted Sangre Negra coffee to become an icon of the coffee shops that pay a just price for the coffee they buy from the peasants and coffee producers. At the same time the objective was to increase customers in these coffee shops.

Describe the challenges and key objectives
We wanted to draw the attention of people who go to a coffee shop to have a good time. The last thing they want to see there is traditional advertising.

Find a new way or vehicle to deliver the message and ideology of Sangre Negra.

Do something memorable that would motivate participation.

Describe how you arrived at the final design
We realised that almost always when you serve coffee it spills a little, leaving a coffee stain wherever you put it. That’s how we came up with the idea of designing a mug that had a message engraved on the bottom of it, so whenever coffee was served, the spilled coffee would help us to leave a stain with the message we wanted to communicate, engraved underneath the mug.

That’s how we got an ideal communications vehicle that didn’t affect the consumer's space in any way, and at the same time is unexpected and surprising.

Give some indication of how successful the outcome was in the market
The mugs achieved their objective of surprise, and delivered Sangre Negra’s message. This led to people uploading pictures of their mug's messages onto their social networks. This is how Sangre Negra’s ideology was promoted, through their own clients and consumers, and the 'talking' coffee mug.