Branding, Creative, Strategy
For a little more love.
Long-time client Bewley’s asked us to refresh its foodservice coffee brand, Eros. As with Grumpy Mule, we wanted to create a brand that would live up to a promising name.
We created a brand concept and story that was (with some poetic license) based around the mythical connotations of Eros. In our vision, Eros is our hero character, the Greek God of Love, whose style is egregiously plagiarised by the chubby, nude, attention-seeking behaviour of his fame-hungry cousin, Cupid. To compensate for his lack of a ‘love arrow’, Eros turns to love potion. Otherwise known as coffee.
The tone and narrative of the concept then informed all the creative, from the strapline (‘For a little more love’), to the logo design and a wide suite of site-based collateral including cups, posters, menu boards and counter designs. During the evolution of the project we moved from a central depiction of our character within our logo, to one without to be applicable to a greater range of standalone executions.