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.

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