Baba Coffee_Brand Refresh and Packaging Design by Cubic Orange

Baba Coffeehouse is a coffee brand in Carlsbad, California, inspired by Baba Budan, a 16th-century mystic who smuggled seven raw coffee beans in his beard from Yemen to India, introducing the coffee plant to the country. The brand also draws inspiration from the laid-back Southern California lifestyle. The project aimed to refresh the brand’s visual and verbal identity to create a distinct brand identity system. The challenge was to create a brand identity that reflected the story of Baba Budan and tied it to the California lifestyle. The approach emphasized the smuggler’s tale while bringing in elements of Southern California culture.

One of the team’s main challenges was developing a unique brand identity system that stood out in the competitive coffee market. The solution was to craft a brand narrative highlighting the brand’s values and personality while incorporating elements of the smugglers’ culture and California’s surf and skate lifestyle.

The brand’s visual identity system features an ambigram wordmark that doubles as an intriguing smuggler’s mask icon, a tagline, and a color palette that differentiates the various coffee blends. The illustrations, used across a range of products and marketing materials, are playful and fun while reflecting the brand’s values and California’s lifestyle.

Brand

Baba

Categories

Coffee, Restaurant

Credits

Agency: Cubic Orange
Executive Creative Director: Vladimir Guskic
Creative Director: Fernanda Costa Guskic
Lead Art Director: Marko Blagojevic
Copywriter: Rob Antley
Logo Design: Marko Blagojevic
Design: Marko Blagojevic, Fernanda Costa Guskic
illustrations: Tatjana Armus, Marko Blagojevic
Brand Animation: Nikola Guskic Mohr
Cel Animation: Wattana Khommarath
Photography: Tony Regalmuto, Alcreo Media

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Brand

Baba

Categories

Coffee, Restaurant

Credits

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