I regularly stop by our local independent coffee shop to pick up a smooth morning caffeine hit and have a chat with the folks that own and run it. We have a shared love of many things; beautiful typography, classic cars, photography, food and not least, great coffee.
During one recent conversation, we got around to questioning what makes a coffee cup recognisable? What will make a work colleague know you’ve popped into Bean & Co for a sneaky double macchiato when they see a cup on your desk?
Besides the obvious giveaway, such as a logo or word mark, we settled on the use of colour and just how important it is for brands to own something distinctive. This can be one simple, definable colour, Harrods’ green for example, or it can be an entire kaleidoscope of colours, as long as they are used consistently and create a coherent, recognisable style. Think Paul Smith stripes or Burberry’s Haymarket check. These are globally recognisable symbols to anyone remotely fashion-oriented.
Our conversation never lasts for hours as he’s a busy Barista and I needed my Grande Cappuccino fix, but bringing things back to coffee, by consistently using a colour, it’s easier for others to identify where your caffeine loyalty lies. Add a touch of clever design and you’ll have a coffee cup your colleagues will lust after when they don’t have one.
Food (or shall we say coffee) for thought.