Interview about Terra Branding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
The curvilinear logo design with the theme of aroma drifting from the environment expresses a natural and high quality coffee experience. The individual labels are designed with a collage of local photographs that connect the producer's face with the place of origin, environment and consumers, and convey the individuality and charm of the unique coffee produced in each region.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsI'm Japanese. The "kanji" we use on a daily basis developed like "hieroglyphs".Therefore, we believe that letters can express everything that is happening in the world through their lines and shapes, and we always reflect this attitude in our brand creation. Similarly, the "TERRA COFFEE ROASTERS" logo embeds the rich emotional emotions and experiences of coffee in every line and movement, aiming for a very organic design that feels like it is alive. I made it.
First, we will learn about the regional characteristics, climate, culture, industry, etc. of each coffee producing region, and then confirm the uniqueness that can only be harvested in that region. Of course, the flavor that comes from the coffee beans that can be harvested from each region varies, but just like humans, each coffee has its own personality and color. By combining local photographs, customs, and farm activities in a collage of colors, photographs, and graphics, which can only be expressed in the region of origin, the result is a visual that is unique. I thought about it and incorporated it into my design methods.
The biggest reason is that glass recycling is a system in their country and is commonplace. Glass containers are also odorless and preserve the flavor of the coffee inside. If they were made of plastic or other materials, the quality of the plastic could have a negative impact on the contents. We considered using paper for packaging, but if we wanted to add color to environmentally friendly, hygienic paper, we would have to print all over the surface, which would be very costly since we would have to be environmentally friendly not only for the paper itself but also for the printing. Glass is transparent, so we could show the color and shape of the beans, and it was an excellent choice for the theme of experience and the environment, so we planned to show that taking action to protect the environment protects the environment in the producing area and to make consumers aware of that idea.This is what makes it a true coffee experience that connects the producing area, the producers, and the taste of each.
It is very difficult to achieve both aesthetic appeal and environmental responsibility. I don't know if I've been able to do it perfectly. However, the depth of the word design is not simply about decorating the surface to sell a product, but about embodying various issues, backgrounds, and ideals in a realistic and rational way with the brand's philosophy. To achieve this, I think it is important to continue to gather information, carefully select materials, check the background of the materials used in the production of the product, and continue to question whether there is any contradiction between attention to detail, aesthetic sense, function, and effectiveness in everything.
The concept of reuse is becoming more and more popular around the world. Japan is a manufacturing country, but at the same time, we make too many cheap and convenient things for the world. There are many things that we think are necessary temporarily, but in the long run, they are actually unnecessary. Glass bottles are a prime example of this, and I wanted to include in the package the idea and message that it is not over when the contents are gone, but that we can get it again and renew it. The label is an important aspect and space that shows the visuals like a museum. The fun and joy of knowing which producers and flavors from which countries you will encounter tomorrow cannot be realized or obtained by throwing things away. The design began with the desire to appeal to Japanese people once again about the Japanese spirit of valuing things, and to have people around the world know about it.
The answer is simple. While adhering to the rules of the visual identity established in the early stages, currently, our in-house designers who understand brand design, other than me, develop designs for each producing region. The more types of coffee beans there are, the more difficult it is to develop label designs, but neglecting design development will cause the brand to lose value. It requires a lot of physical strength and perseverance, but AI cannot handle it, so we just have to keep creating it by hand.
When negotiating with distributors and gathering information on production areas, we collect various information such as the local farms and producers. It can be difficult to visit all production areas every time. We make every effort to select landscapes that show the characteristics of the farms and symbolize their charm. Not only the natural background, but also the expressions, family structure, clothing and behavior of the producers - everything is a story of nature and people, so the photos are filled with the entire story from the birth of the coffee beans to the moment they reach the consumer's mouth.
Accepting it as it is, I compose the color, texture, and overall atmosphere of the collage from various perspectives and information on the local area, such as the emotional and sentimental aspects of the place of origin, the taste, the country, and the climate. Sometimes I develop it to make rare beans look special, but basically I want people to drink it on a daily basis, so I stick to the range of what people can project from the appearance as it is into the design and communicate appropriately to people. In order to show the environment and reality of the place of origin, it is best to use a design that conveys it as it is, without embellishment or ambiguity.
It's not actually a strategy, it's an idea. It was an inevitable result when thinking about how to make everyone happy. In brand communication, it is important not to sell the target product, the maker, or the background itself, but to naturally connect them as they are and weave them into the story as a synergistic effect. Based on this idea, what is needed in both the physical and experiential aspects, and by carefully listening to the true feelings, concerns, and ideals of all stakeholders, the expression and outline of the brand will become clear. If ideas are added to this, you will have a perspective to design unique actions, and the brand's character and behavior will also be decided, so I think it will depend on how much you can realize what only that brand can do.
Japan's specialty coffee industry is currently in the process of exploring its future. It needs to be a viable business, but to survive in this industry, it will be essential to make the production areas visible on a global scale like TERRA COFFEE ROASTERS, to be considerate of the environment, and to communicate this in a careful manner. Products that are made by unknown people and where they are made will become increasingly difficult to see in the future, and it is reassuring to know who made the products you eat, especially. I think the important thing is not to give up on the fact that everyone, including producers, distributors, processors, and consumers, is connected to happiness, and I think this is our last chance to create a sustainable world. I would be happy if such ideas and thoughts could be spread through cases like TERRA COFFEE ROASTERS. Thank you.
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