As a startup coffee company in an already-crowded space dominated by legacy brands, the team at Superbia knew that, in order to stand out from the crowd, it would need strong branding. Superbia approached 321 to build its brand from the ground up. Given little more than the name “Superbia” scrawled on a Post-it note (really!), we knew we had our work cut out for us. Luckily, there’s nothing our team loves more than a good challenge.
Because Superbia’s differentiator includes a highly specialized 10-step process that begins on family-owned farms in the mountains of Colombia and ends at the customer’s doorstep (all in seven days or less), our objective was to develop a brand that would effectively convey this unique value proposition.
Our approach was one of complete brand immersion. While our digital team performed an in-depth SWOT analysis from our Orlando office, we sent our video crew to Colombia to capture footage on Superbia’s farms that would allow us to tell the brand’s story in the most authentic way possible.
Upon learning about the 10-step crop-to-cup process each batch of Superbia coffee undergoes, our creative team was struck by the immense amount of pride that goes into crafting the end product. We immediately determined that we wanted the overall brand to reflect the tireless dedication of the people and the rich heritage of the country.
The typography utilized in the Superbia logo reflects the rugged, natural beauty of Colombia and the artisanal quality of Superbia’s coffee — both of which are paramount to Superbia's brand.
The coffee ring surrounding the logo is symbolic of Superbia’s unique crop-to-cup process, which begins in the Colombian mountains and ends with the perfectly brewed cup of coffee.
The mountains in the center of the logo represent the natural beauty of Colombia's landscape, while serving as a strong visual reminder of the coffee’s origin.
Because Superbia would be selling its coffee directly to consumers in addition to wholesale customers, we knew the packaging would be an integral part of the brand development. Our goal was to create a cohesive brand experience at each touchpoint — from the website to the end product.
While the video we created highlights the overall journey each bean takes — from crop to cup — we wanted to showcase the people behind the process. By using footage paired only with music rather than a voiceover, we aimed to take the viewer on an immersive, visual journey.
We aimed to create a digital experience that would transport the visitor to Superbia’s family-owned farms in the mountains of South America. Every element on the website — from the burlap texture to the coffee-stained background — served to communicate the authentic, handcrafted quality of Superbia’s coffee. We developed a dynamic, streamlined interface that would display beautifully on any device, while maintaining the same immersive experience we created for the web.