Just as a fresh approach is a brand’s recipe for success, one of the essential conditions for the preparation of a quality espresso is the use of freshly roasted coffee.
In the case of the new brand Sloane, for which Tempo Advertising created the visual identity, the coffee proved to be once again a good partner with the creativity and the strong ideas. The brand’s beautiful story took creative shapes following a brainstorming started in front of a cup of coffee and has evolved smoothly and naturally.
We found out that Newton was an image vector for coffee in Europe, being the one that promoted this drink and the habit of socializing around a cup of coffee. The legend says that the physicist was spending his time at the Grecian Coffee House, one of the first coffee shops in the world, together with this best friend, Sir Hans Sloane. In the honor of this friendship we’ve decided that the name of the coffee roastery should be Sloane. A strong, elegant name that benefits of a decided, unique and versatile typo,” said the members of the Tempo Advertising creative team responsible of the project.
The SLOANE logo is formed of two interconnected elements: typelogo + icon and represent the styling of a coffee roaster seen from ahead. The interconnectivity of the two elements shows as simply and elegant the fact that the roasting of the coffee represents a private, intrinsic, essential part of the SLOANE brand.
We are using a progressive approach when it comes to the roasting process. We are working with forms focused on the advanced quality and that are using the technology in order to create the best possible roasted green coffee,” said Teodora Pitis, Managing Partner & Owner Sloane Specialty Cofee Roastery.
Following the launch, Sloane Specialty Cofee Roastery intends to organize tasting sessions at the partners’ coffee shops from Europe – Berlin, Atena, Londra, Bath, Helsingborg.