THE CHALLENGE
In 2006, Empacotal, a prominent player in the Portuguese sugar
packaging industry, developed a strategic plan to phase in an
all-new coffee brand in the local Oporto market, targeting young, trendy urbanites. The
half-century-old company selected Maxideia to spur this new
brand to life.
MAXIDEIA'S PROPOSAL
A series of business briefing meetings was held in order to
accurately assess Empacotal's needs and requirements, after
which Maxideia presented a complete 12-month branding awareness
and implementation plan, covering all online and offline
concepts and materials. After Maxideia's deployment, the brand
was expected to be firmly established in the local coffee market, exhibiting a significant
potential for nationwide expansion.
PROJECT IMPLEMENTATION
Brand name
Tapping and reaching into the highly coveted 15-25-year-old youth
audience was a primary goal, which meant a name both easily identifiable
and effectively conveying the brand's core values: intensity,
immediacy and a sense of fun. Maxideia's final proposal, Boltini,
reflected Empacotal coffee's rich, tangy flavour in a brand
name lingering in the memory of the target audience.
Logotype
As an essential brand underpinning, the Boltini logotype was devised under a graphic concept privileging maximum recognition across the entire target audience, allowing the ideogram to be used with no text support. Maxideia's final logo proposal brings together in a single icon the flavour, aromas and vitality of coffee.
Colour scheme
The choice of logo colours was dictated by two essential guiding
principles: immediate product identification and direct
integration with the entire set of printing materials. Maxideia
went for the intensity of attention-grabbing bright orange and
earthy brown, conveying distinctiveness, richness of flavour and
youth-like energy, all core values of the Boltini brand.
The final logo was then produced in multiple corporate identity
formats, from letterheads to document folders to slip cards.
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Corporate identity
Por último, a ilustração foi também adaptada para viaturas
pesadas normais e de semi-reboque.
Offline materials
All remaining retail materials were also designed by Maxideia,
including both basic and advanced promotional items, including
retail packaging, coffee bags, coffee cups, staff clothing,
vehicle wraps and shop sunblinds. Similarly, actual coffee pack names (Classico, D'Oro, Selezione and Decaffeinato) were chosen
having in mind not only foreign markets but also Boltini's key
branding slant towards the Italian language.
THE RESULT
Upon Maxideia's branding deployment, Boltini debuted strongly in
Oporto's coffee retail market and quickly expanded into
surrounding urban areas, fully meeting Empacotal's goals for
this project. Today, the brand is well positioned to capitalise
on nationwide growth, with a view to further expand into Europe,
Africa and South America.
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