FiXX Coffee
Designer | Mr & Mrs Stevens (company name) Dublin Ireland
Location | Dublin, Ireland
Launch Date | November 1, 2022
Market research and feedback from customers, confirmed what we instinctively already knew ...... the vibrant orange FiXX brand colour is instantly recognisable, and is the brand that our company is most associated with. Of course, a rebrand goes much deeper than just a new wardrobe...... Mr. & Mrs Stevens our designers helped us explore backgrounds, customer profiles, brand values, positioning and ultimately establishing the crucial tone-of-voice for FiXX 2.0. The outcome was clear; FiXX is a no-nonsense, down to earth brand that is passionate about its coffee product, both how it tastes and looks. It was agreed that both the vibrant orange and the name should be retained. FiXX was first to the coffee market all those years ago with vibrant orange packaging. We take it as a compliment that so many others followed by using the same colours. Nevertheless, orange remains strongly associated with FiXX and we are keeping it that way. All of our designs, colours and wordmarks are protected and trademarked. Fonts were scrutinised but eventually we decided to build our own wordmark from scratch, FiXX is a practical and pragmatic brand so it made sense to do it this way. Taking one simple form - a rectangular block they then constructed all elements of the word F i X X FiXX is confident and clear so the design system needed to be too, one that could be easily understood by consumers scanning a shelf. By not taking the obvious route of colour coding we challenged ourselves to adhere to the minimal colour palette. Using that basic building block from our wordmark as the starting point a suite of simple, graphic patterns to denote each coffee emerged. CLASSIC = straight up, the original FiXX Blend DECAF = hazard slashes for ‘NO’ caffeine ORGANIC = leaf veins to denote the organic characteristic CUBANO = cubes from the word Cuba (We started our coffee journey in Cuba in 2004 and the company was originally called Cafe de Cuba) OSLO = flag of Norway (Norwegians are some of the highest consumers of quality coffee in the world) SEATTLE = rain/rainfall associated with this city (Many of the city's inhabitants are coffee enthusiasts; the city is known for its prominent coffee culture and numerous coffeehouses LISBON = classic Portuguese azulejos tile patterns (A city the founder of FiXX lived in and therefore enjoyed their cafe culture first hand) SINGLE ORIGIN = the figure 1 repeated – one origin. These coffees are our seasonal monthly coffees. Key also to this rebrand and refresh 2022 was to ensure that we were using sustainable materials
