CHAQWA
CHAQWA
CHAQWA
CHAQWA
CHAQWA
CHAQWA
CHAQWA

CHAQWA

Jason Schulte Design, San Francisco, California, 2006

Description

Chaqwa is a new brand of premium brewed coffees, teas and cocoas, sold primarily in convenience stores and quick-serve restaurants. Although consumers expected value and convenience, generally they didn’t believe you could get a great-tasting cup of coffee in a convenience-store environment. So the challenge was to stress quality, while avoiding the usual coffeehouse design clichés. The simplicity of the design and prominent use of black and negative space conveys the premium aspect of the beverages, while still feeling approachable.

Juror Notes

“Young, fresh look for the coffee environment. Feels like they took a risk with the coffeehouse aesthetic.”

Collections: AIGA 365: 28 (2007)
Discipline: Brand and identity systems design
Format: Brand and identity systems, Brand identity, Artifact
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