Ghiaccio is a fictional brand making premium iced coffee. Over the last year or so I've thought about why canned iced coffee isn't more popular than it is. In my country of Sweden, young people are often seen with different types of energy drinks at home, at work, everywhere. Iced coffee should be more prominent also regarding the popularity of take-away coffee from cafés.
After some research and asking the people around me, I came to the conclusion that it does exist a gap in the market. A premium, healthier and more caffinated alternative.
The region of Kaffa in south west Ethiopia is regarded as the origin of the coffee plant. Mountains covered in dense forests give fertile lands so the plants can flourish. Around 5000 kilometers north lays another region, famous for its processing of the coffee bean. It's the Italian region of Friuli Venezia Giulia.
Ghiaccio's logotype consists of two parts. The seal gathers inspiration from both places that are so important for our beloved coffee. Historic castles adorning the Italian coasts taking front stage with the lush mountains of Kaffa backing up with stability and reach. The coffee leaves brings nature into the mix and the traditional pattern surrounds it all with tradition and a hand made feeling.
The second part of the logotype is the wordmark. The typefaces speak of premium quality, artisinal values and sleekness respectively.
