Agency: Widarto Impact
CCO: Eko Widarto
Art Director: Renjana Qudsi Maulana Wirabhumi
Account Director: Galuh Aksarahina Ardhana Reswari
Finance Manager: Dwi Irawati SE
Graphic Designer: Fajar Septian Effendi
Graphic Designer: Agil Tegar Prakoso
Project Type: Produced
Client: LOCO Donuts & Coffee
Product Launch Location: Saudi Arabia
Packaging Contents: Coffee, Donuts
Packaging Substrate / Materials: Paper, Cardboard
Printing Process: Flexography
Loco donuts & coffee is a startup donut cafe located in Abha City, Saudi Arabia. Seeing the potential of the Food & Beverage business in Saudi Arabia, the owner of Loco wanted to present a coffee & donut cafe with a unique identity and different from most coffee shops and bakeries in Saudi Arabia. CHALLENGE
There are many cafes and donut shops in Saudi Arabia, both multinational and local brands. To be able to compete, in addition to maintaining the consistency of product and service quality, it is also necessary to have a unique proportion of values to be conveyed to the public.
We approach brand personality as the basis for designing brand identity. We combine this with a visual strategy as a differentiating value from competitors, an identity that stays in the minds of customers, is fun and passionate.
The visual elements that become the brand’s pattern are dominated by abstract donut illustrations to encourage a sense of playful and enthusiastic. We chose the Loco logo itself from the Serif typeface to convey a friendly, flexible, flexible impression, with a large C as a sign that Loco is a coffee and donut shop.
For the brand color, we chose red as the primary color combined with pastel colors attached to the brand pattern. This basic identity is becoming a new feature in the Saudi Arabian market. Which will make it easier for Loco when it starts to expand to several regions, especially in Saudi Arabia. In an increasingly digital era, such as Instagram in particular, this will become a brand with its own charm in Saudi Arabia.
The attractive combination of the abstract illustration of donuts and pastel colors encourages a feeling of joy and fun.