Coffee in English
Coffee in English emerges as a unique space in Brazil, dedicated to transforming the way English is learned and practiced. With the tagline “Coffee-Powered Conversation,” the idea is to create a friendly, relaxed, and pressure-free environment, perfect for practicing English conversation. Aimed at a young, dynamic, and bold Brazilian audience, the brand carries a cool and interactive essence, promising an encouraging learning experience.
The challenge, as a designer, was to encapsulate the essence of a space that not only teaches a language but also sells self-confidence – “We wanted to create a linguistic passport, providing students with the necessary tools to explore the world confidently in their communication abilities.”
The Design: Culture, Connection, and Expression
The visual identity of Coffee in English is a reflection of its innovative mission. Combining cultural inspirations and a deep desire for connection, the design features elements that evoke familiarity and trust.
The design of Coffee in English combines the American flag, a powerful symbol of English, with the image of an inviting coffee mug, symbolizing an ideal space for pressure-free English conversations. This symbol, carrying the monogram CE, is an accurate representation of the brand, balancing the seriousness of learning with the casualness of conversational practice.
The simple and modern typography conveys the solidity of Coffee in English, simultaneously encouraging spontaneous and supportive interactions. The contracted and dynamic form of the pronunciation “inEnglish”, evoked in phrases like “InEnglish please!” or “C’monnnnn, dude! Speak inEnglish!”, emphasizes the fluidity and interactive nature of language learning, reflecting the brand’s uncomplicated and straightforward approach.
The color palette pays homage to the Brazilian roots of the learners, using green and yellow not only to build a bridge with the language but also to celebrate the uniqueness of each student on their English learning journey. This approach encourages students to embrace their linguistic quirks, moving away from the notion that they need to speak like perfect natives.
To complete the visual identity, a vibrant pattern of common English phrases — “Hey, Yay, Okay, Wow, Mornin, Yep, Thanks, Gotcha, Sup, and Hmm” — adds a touch of relaxation and inclusiveness. This design choice, using different fonts for each expression, celebrates the diversity and individuality of students, reinforcing the inclusive concept that English is accessible to everyone, each in their own way.
The Outcome: A Unique and Inclusive Brand
Combining innovation in design, an encouraging message, and a personal approach to learning English, Coffee in English establishes itself as a unique brand in the educational market. It promotes a space where English is practiced naturally and enjoyably, redefining the concept of learning a new language with a cup of coffee in hand and stimulating conversation.
Client Words
From the start of the project, we were impressed with the briefing and the initial deliveries. Jaider proved to be very open and attentive to dialogue in order to understand our demands and expectations for the branding project. I strongly recommend his work for the efficiency of the delivery, the quality of the service provided, and for the phenomenal person we dealt with. Exceeded our expectations.
Hugo Loureiro - Founder
2023 © Jaider Morais
Client: Coffee in English, Brazil (ES)
Client: Coffee in English, Brazil (ES)
Project: Brand Visual Identity
