Alive Roastery - A coffee wrapped in legend

THE CHALLENGE
In a market where large brands and networks of wholesalers rule, Cortina Café, a coffee importer with over 20 years of experience, needed to highlight its exceptional coffee quality.

INSIGHT
The new generation of consumers are taking more interest in high quality, single origin, coffee due to the rise of specialty coffee shops. Over 30% of Romanian urban consumers own an espresso machine. Consumers with above average income, often working demanding and stressful jobs, dream of escaping “the 9 to 5” and dream of adventures in exotic destinations, while also seeing the habit of drinking coffee as a very important moment of the day.

SOLUTION
A coffee wrapped in legend.

Red Thread developed a new brand, Alive Roastery, targeted at those who seek a premium experience in every cup of coffee.

Every product is inspired by a legendary creature, based on a folktale of the country in which the single origin coffee was produced.

Alive Roastery caters to the need of escapism, where the explorer spirit within consumers is summoned to discover a new brand and a legendary world with a unique story.

The packaging design reimagines mythological creatures through original illustrations, but also highlights the coffee quality through a rational, quantifiable element – the SCA score.