Coffein Coffee Co.
Coffein Coffee Co.’s brand is strong, unmistakable, and authentic. Its colors, fonts, logo, assets, unique packaging, mascot, mission, and slogan are all purposeful and cohesive. The colors black, red, and silver foil reflect the brand’s identity and personality. The black and red colors are strong, bold, and striking; while the silver foil represents purity, light, and goodness. Geometric 415 font was chosen for its simplicity and readability; it is used in the logo and for all text on the primary packaging. Bradley Hand font is used because it is edgy and has a vampiric vibe to it without sacrificing clarity; it is the font for the company’s slogan printed on the sidewalls of Coffein’s branded canopy tent as well as on the satin-lined coffin box used for secondary packaging.
Coffein’s logo image is a steaming cup of coffee with bat wings; the company name has a stylized letter “I” in the shape of a coffin. Despite forming the LLC in Oct. 2022, Coffein Coffee Co. fittingly debuted during World Goth Day in May 2023. Assets used in branding include a vampire ankh modelled after the ancient Egyptian symbol for eternal life. This ankh can be found on the back of Coffein’s primary packaging, on the handle of the Bela Mugosi coffee mug, on Coffein’s table coverings, and on its 10”x10” canopy tent. Another asset is an image of a raven (representing death in mythology) sitting upon a tombstone that can be found on the bottom of all primary packaging as a place to write the coffee’s expiration date.
The coffin shape appears throughout the brand. Coffein’s primary package is a unique coffin-shaped coffee bag, the secondary package is a satin-lined coffin box, the Bela Mugosi handle forms half a coffin, the company logo has a coffin-shaped letter “I” in Coffein, and coffins can be found all over Coffein’s branded canopy tent, table coverings, side walls, etc.
Bats are an integral part of the company brand. Red foil bats cover the side gussets of the coffin-shaped coffee bag. (But if you look closely, you will notice one of the “bats” positioned directly under “Roasted in the USA” is an American bald eagle.) The company mascot is named Bela after Bela Lugosi, the first actor to play Count Dracula in 1931; he is a vampire bat holding a cappuccino mug. To assist consumers in choosing the desired roast level, five hanging bats can be found on the front of the coffee bag signifying the roast level of the beans; the darker the roast, the more hanging bats are filled with solid color.
Coffein Coffee Co. embraces conscious marketing. Part of Coffein’s mission is to aid bat conservation efforts by partnering with bat conservation charities and by spreading the message of the need to protect this keystone species because their populations are dwindling at alarming rates. Every month, Coffein adopts a different bat and posts information about it on the company website. While bats are pollinators of nocturnal flowers, they are also an important part of coffee ecology. Bats spread shade tree seeds essential for specialty coffee and they eat thousands of insects a night, reducing the need for harmful pesticides. To work in tandem with our planet, Coffein consumers are also urged to repurpose their coffin boxes and to add their used coffee grounds back into the earth from whence they came. Coffein Coffee Co. brings value to its customers (i.e., its Coffeinds) through its unique selling proposition, “Handcrafted, small batch, specialty coffee packaged in a satin-lined coffin.” Its slogan, “Always casketed, never cremated” apprises customers of Coffein’s value proposition, “We won’t over-roast your beans to burn away flavor and variability.” In addition to knowing they are drinking quality coffee roasted to perfection, Coffein’s customers are comforted knowing they are contributing to sustainability via bat conservation efforts.
