BrandOpus ‘releases the aroma’ for Swedish coffee rebrand

With a rise in shoppers trading up from mainstream coffee at home, Swedish coffee brand Gevalia felt the need to create a more premium expression. To do so it worked with international branding agency BrandOpus to develop a new visual identity that captures the essence of the brand’s slow roasting method with an authentic and attitudinal expression.

The concept of ‘awaken your sense,’ became central to BrandOpus’ guiding narrative for the new identity. The crown logo has been reimagined to be more fluid and expressive, and on pack the new swirls seek to reflect the brand’s aromatic experience in a modern yet artistic way.

The changing colours across the range and the different graphics help create easy navigation on shelf. The new identity, while still embracing its vibrant yellow canvas, brings to life the brand’s Swedish heritage by playing into contemporary Scandinavian aesthetics. The town of Gavle, where the brand was founded, is now proudly highlighted and central to the identity, and the new wordmark has been redesigned in a lower case with a bolder weight, aiding pronunciation of a soft ‘g.’