dancing goat

Attracting a new herd of coffee drinkers.

  • READ RATIONAL

    CLIENT

    Dancing Goat

     

    AGENCY

    Freelance

     

    MY ROLE

    Brand Strategy, Creative Direction, Illustration, Graphic Design, Concept Development

    The Dancing Goat Coffee & Café is a new up-and-coming coffee brand based in Pretoria, South Africa. Their target market is young coffee drinkers like students, young adults and the young at heart.

     

    The objective was to develop a brand that breaks away from the stereotypical look and feel that is usually associated with the coffee industry and adopting a disruptive and unique positioning within the market.

     

    The name of the company, the Dancing Goat, was inspired by a popular Ethiopian legend wherein coffee is discovered by a goat herder named Kaldi, who found his goats frolicking and full of energy after eating the red fruit of the coffee shrub.

     

    This old legend was used as inspiration to establish the brand identity of The Dancing Goat Coffee & Café, using a modern simplistic design style and illustrative character designs, to bring this legend to life in the twenty first century, which will appeal to a younger market.

     

01. Logo Development

02. packaging design

03. business stationary

04. branded packaging

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Jean Smit_Creative & Brand Strategist_Logo
Jean Smit_Creative & Brand Strategist_Logo
  • READ RATIONAL

     

     

    CLIENT

    Dancing Goat

     

    AGENCY

    Freelance

     

    MY ROLE

    Brand Strategy, Creative Direction,

    Illustration, Graphic Design,

    Concept Development

     

     

    The Dancing Goat Coffee & Café is a new up-and-coming coffee brand based in Pretoria, South Africa. Their target market is young coffee drinkers like students, young adults and the young at heart.

     

    The objective was to develop a brand that breaks away from the stereotypical look and feel that is usually associated with the coffee industry and adopting a disruptive and unique positioning within the market.

     

    The name of the company, the Dancing Goat, was inspired by a popular Ethiopian legend wherein coffee is discovered by a goat herder named Kaldi, who found his goats frolicking and full of energy after eating the red fruit of the coffee shrub.

     

    This old legend was used as inspiration to establish the brand identity of The Dancing Goat Coffee & Café, using a modern simplistic design style and illustrative character designs, to bring this legend to life in the twenty first century, which will appeal to a younger market.

     

Jean Smit_Creative & Brand Strategist_Logo
Jean Smit_Creative & Brand Strategist_Logo
Jean Smit_Creative & Brand Strategist_Logo