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The second generation of Samba Coffee Roasters
took over its operations and that in itself is a critical
moment to redefine itself. Therefore, in this case the
concept of Rebranding is the starting point of a new
creative strategy that will work like the new visual lan-
guage of Samba Coffee Roasters.
The whole concept and art direction moves to
achieve the transition from the old to the new, and while
the design is noticeably different, we don’t want the
brand to lose the characteristics that distinguish them.
While the Brand has been around since 1979, the new
generation that makes it up are people who, in addition
to their deep knowledge of the industry, are “Young
Souls” & “Coffee Geeks”.
On the one hand we have awards and workshops
and on the other fun & coolness. We didn’t want the
Brand to be associated with snobbish norms that exist
within the world of coffee, nor to appropriate trends
and sensationalism.

How did you collaborate with Samba to ensure the
new identity was appropriate for their audience?
We worked closely and directly with the Samba
team to meet the challenges we mentioned and to ensure
that the new identity reflects the desired values. Inter-
action with the brand team is part of the recipe for
creating successful brand stories.

What key insights from customer research influ-
enced your design decisions? How did you use data
and analytics throughout this project?
In addition to the insights that the team conveyed
to us, we did our own research regarding global data
and the general competition of the brand. The main
Their goal is to create lasting stories and contin- challenge was to understand the needs of real people
ually explore new creative perspectives, working who are looking for real values. Samba’s audience has
alongside an extensive network of collaborators like expectations and we wanted to embrace them aesthet-
photographers, architects, musicians, copy writers, ically as well as conceptually and build a relationship
programmers and directors. of trust with them. At the same time, we carefully
In order to give you an insight into the mind of avoided ephemeral trends as we didn’t want to present
Nikos and how he thinks of the Samba project, here is another “hype” brand. We were interested in creating
an exclusive interview done just for you our own narrative and differentiating ourselves with
Q&A What were the creative self-confidence.
honesty, clarity, without noise but with intense

challenges that you faced
during this project? How did you combine creativity and practicality
in order to achieve a successful rebranding ini-
The coffee industry has progressed more than tiative?
ever, the world now has more knowledge and demands The mapping of all the applications, the continuous
from products, services and brands. The barista has interaction with Samba, the honest relationship between
entered the podium and the customer is looking for us and the belief in the importance of the brand were
holistic experiences. the main paths.

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