Café

Amadeo
THE PREMIER COFFEE FROM CAVITE

Café Amadeo was founded as a collaborative effort to

advertise and distribute the products of the
hardworking coffee growers from Amadeo.

Of course, all the typical flavors one is familiar with are

available at Café Amadeo, furthermore, they even
introduced their original Pahimis blend - composed of
Robusta, Arabica, Excelsa, and Liberica, combined in
the perfect ratio to create a one of a kind blend.

Intensifying Cavite’s Popular Brands

Multimedia Arts Program Collaborative Branding Project
1st Semester, Academic Year 2022 - 2023

January 23, 2023

DLSU-Dasmarinas, MTH110B
Barangay Fatima II, Dasmarinas Bagong Bayan-B, City
of Dasmarinas, Cavite, Philippines, 4115

Presented by
Sip Creative Group | MMA23
 Table of Contents.
Contents Page
Title Page I
Table of Contents II
About Us III
Project Overview IV

---------------
Brand Overview 1
Brand Identity 2
Products and Services 3
Stores and Branches 4
Mission and Vision 5
Customers and Clients 7
Milestones 8

---------------
Problem Statement 10
Design Goals and Objective 12
Conceptual Development 14
Design Process 19
Design Output 25
Conclusion 32

II
 About Us.

Sip Creative Group is a start-up creative firm based in Dasmariñas City,

Cavite. Composed of innovative and creative artists and designers, we can
provide small to enterprise businesses to introduce and further solidify their
brands. With a sip of coffee (or tea), a jolt of creativity will be able to show
you possible branding solutions for your brand’s problems. We will be able to
deliver you satisfying results based on your goals and objectives with our
significant experiences.

Our aim is to allow businesses, brands, and organizations to translate their

problems into our creative solutions. We can help the clients by providing
audio-visual design to communicate with their customers through different
mediums. These designs will be an important part of their brand which can
provide engagement with their company.

Aside from our expertise on branding and creative solutions, we can also
provide a full range of multimedia products for marketing and advertising.
From introduction to re-introduction of your brand, we will make sure that
it will be a successful launch.

Founded by the passion to solve problems on creativity, our young and

bright-minded team members will provide you with fresh creative strategies
that is appropriate for your goals.

III
Earl Cuevas Project Manager & Creative Director

Gabriel Lontoc Lead Creative

Chelsea Fernandez Lead Creative

Dean Bernabe Lead Researcher & Writer

Gilson Beltran Copywriter & Editor

Lime Ejorcadas Multimedia Content Creator

Yves Flores Multimedia Content Creator

Nathan Marucot Multimedia Content Creator

Dwite Pagaran Multimedia Content Creator

Thai Villarin Multimedia Content Creator

 Project Overview.
Cavite Province is known for its rich history and culture. It’s credited for its
significant role in the country's colonial past and eventual fight for
independence. It became the cradle of the Philippine Revolution, which led to
the renouncement of Spanish colonial control, establishing the Philippine
Declaration of Independence.

Unlike other provinces in the Philippines affected by urbanization, Cavite

remains an agricultural province despite extensive industrialization, mixed
use of land and commercialization. The province is boosting its economics by
enriching its local markets incorporating the local heritage, arts, and culture.
However, local government give less importance in intensifying the role of
local business in culture and tourism. Its identity and value are given less
priority not only to economic growth but also their social relevance and
identity of the community.

Transformation of identity among the known local brands and business of

the province are expected to shape the communities through economic
development and tourism. Brand reinvention is expected to intensify
interest and opportunities in making the local brands known and popular.

Strengthening local brand identity for cultural development is important.

People are likely to take part to remain committed to development efforts
to which they have a direct connection. Development efforts that consider
in intensifying cultural identity provides mechanism for linking residents in
making conscious efforts in progress. Transformation challenge and
encourage development that preserves and promotes culture as well as local
business and economy. This is particularly important in development efforts
that seek to elicit local participation, volunteerism, and community action.
Understanding cultural value in the development process is important to
consider the social basis of transformation, its relationship, integration
requires interaction that contribute growth and progress to the community.

IV
 Cavite's Local Brand.
Cavite Province is known for its rich history and culture. It’s credited for its
significant role in the country's colonial past and eventual fight for
independence. It became the cradle of the Philippine Revolution, which led to
the renouncement of Spanish colonial control, establishing the Philippine
Declaration of Independence.

Unlike other provinces in the Philippines affected by urbanization, Cavite

remains an agricultural province despite extensive industrialization, mixed
use of land and commercialization. The province is boosting its economics by
enriching its local markets incorporating the local heritage, arts, and culture.
However, local government give less importance in intensifying the role of
local business in culture and tourism. Its identity and value are given less
priority not only to economic growth but also their social relevance and
identity of the community.

Transformation of identity among the known local brands and business of

the province are expected to shape the communities through economic
development and tourism. Brand reinvention is expected to intensify
interest and opportunities in making the local brands known and popular.

Strengthening local brand identity for cultural development is important.

People are likely to take part to remain committed to development efforts
to which they have a direct connection. Development efforts that consider
in intensifying cultural identity provides mechanism for linking local
residents in making conscious efforts in progress. Transformation challenge
and encourage development that preserves and promotes culture as well as
local business and economy. This is particularly important in development
efforts that seek to elicit local participation, volunteerism, and community
action. Understanding cultural value in the development process is important
to consider the social basis of transformation, its relationship, integration
requires interaction that contribute growth and progress to the community.
 A Call for Visual
Reinvention.
In an effort to further support Cavite’s brands in intensifying its local
market and economy by adopting to the current demands of industry. De La
Salle University Dasmarinas challenge Multimedia Arts students to rebrand
Cavite’s known business in the province. Creating a brand that speaks its
culture represents its community, people, particularly the tourist.
Multimedia Arts Program identified Cavite’s four (4) known brands
particularly:

1. Café Amadeo
2. Ilog Maria Honeybee Farm
3. Tagaytay’s Mushroom Burger
4.Gentri’s Best Buffalo's Milk

The advantages of building a strong brand identity is that it can offers

support in the community to make the business sustainable. When
merchants create a sense of community among their local consumers, their
loyal customers involve themselves in developing their businesses particular
to their services and products in the long run.
 Purpose of the
Study.
Many brands are purpose-driven, their objective is not only to sell their
products but also in creating a sense of satisfaction and experience among
their customers. Brands that represent communities exist and thrive
because the consumers are as committed to make their business successful.

The main objective of this project is to recreate marketing brands and

campaign materials of these four (4) businesses that will strengthen their
market identity. The need to create a strong brand identity will not only
make their business sustainable, but it also gives an opportunity to have an
emotional connection to people. This will also allow consumers to be more
committed to their brand, as people make the best marketing tool in
promoting their services and products.
This fine brew has a pleasant flavor and enticing aroma. From the town of Amadeo in Cavite,
which started the Pahimis (or “Thanksgiving”) festival. Pahimis is made up of Robusta, Arabica,
Excelsa, and Liberica, combined in the perfect ratio to create a one-of-a-kind blend.

CAFE AMADEO
THE PREMIER COFFEE FROM CAVITE

Cafe Amadeo Development Cooperative was established and registered on

June 28th, 2002, under the Cooperative Development Authority Registry No.
LGA-5263. Through the Municipal government of Amadeo, this initiative
revives the coffee industry of the town as a major source of livelihood and
income. The Governor of Cavite, Hon Ireneo ‘Ayong’ S. Maliksi responded to
the call and supported the program. The cooperative was duly organized,
formed and started with 20 members, mostly coffee millers, traders,
producers and farmers engaged in selling premium green coffee beans. The
cooperative is proud to be an offspring of the PAHIMIS (a unique
Thanksgiving Coffee Festival of Amadeo Cavite) when Her Excellency
President Gloria Macapagal-Arroyo launched “Kape Isla” on April 9, 2002.

To this day, the cooperative is fast growing and keeping to its mission of
continually supplying best grade coffee beans and ground coffee for the
entire benefit of Amadeo Coffee farmers (4,560) in general and of its
members. It is also noteworthy to mention the success of an individual
enterprise (RA Enterprises) that has recently penetrated the US Market
with its beans and ground coffee. Owned and managed by Ms. Olive Arias,
also of Amadeo.
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 Café Amadeo Initial Designs
Logo and Brand Identity.

Café Amadeo’s first logo features their brand name which is also used as
their cooperative seal in the Arnold Boecklin font, which is used to make
people reminisce about "the good old days.". With simplicity in mind, its
visuals are easy to comprehend as the names "Cafe Amadeo Development
Cooperative", and its location "Amadeo, Cavite" are also indicated. With few
elements only consisting of the brand name, its supporting texts, and a
symbol, it is a distinguishable logo for its brand.

The colors on the other hand, are typical for a coffee related brand which
are warm colors such as yellows, oranges, and browns. Brown is associated
with maturity and reliability, while yellow is associated with positivity and
energy. These two colors combined give their product a warm, homelike
feeling and a reliable source of energy. The round shape used in the logo
symbolizes unity and community, which represents the brand's values which
also makes the logo usable as their cooperative seal.

Their logo has since evolved, updating its coffee cup with a more mature
design and streamlining the two coffee beans into circles. They also added
the year they were established, showing their proud history and success.

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 Products and Services.
While Cafe Amadeo may provide your classic, run-on-the-mill cafe menu
(Americanos, Cappuccinos, Lattes, and such), they also serve non-
caffeinated beverages (Chocolate, Caramel, Matcha, etc.) Even better, Café
Amadeo grows four coffee varieties: Excelsa, Arabica, Robusta, and Liberica
to cater to the ever-expanding preferences of their customers. And lastly,
as the cherry on top, Cafe Amadeo sells packed ground coffee and coffee
beans, a plethora of souvenirs, and their special custom coffee blend, the
Pahimis blend.

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 Stores and Branches.
Café Amadeo is a coffee shop located along the main highway in Amadeo,
Cavite. It became a famous stopover for people who passed by. It is also a
pasalubong shop for those who visited Cavite and nearby provinces. Café
Amadeo is located at Brgy. Dagatan, Amadeo, Cavite. For inquiries, you may
get in touch with them through telephone numbers 09175039574,
(046)4435738, and (046)6833289 or send them an email at
cafeamadeo_devtcoop@yahoo.com.ph.

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 Mission and Vision.
Mission
“To help our farmers, specifically the coffee growers to promote their
coffee beans to different companies, big or small and private individuals as
well.
“To assist the Local Government Unit (LGU) not only of Cavite but also other
provinces nationwide, specifically those engaged in the coffee industry on
how they can participate in different fairs whether international or local.”

“To provide advocacy to farmers, manufacturers, as well as coffee drinkers

of the different information about coffee.”

“To provide links between different government agencies, local government

units, manufacturers and private corporations regarding how they can help
each other on how to improve the development of the coffee industry.”

“To be able to bring the Cavite coffee industry to a higher level by

introducing it nationwide and in the near future worldwide through the
web.”

Vision
“The Country‘s Leading Cooperative Producer and Distributor of
Quality Coffee.”

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 About Café Amadeo's
Mission and Vision.
Primarily a cooperative with a goal to engage local coffee farmers in
introducing their crops, it then became a medium to cultivate not only the
coffee itself but also the coffee industry. With the coffee shop as its
starting point, Café Amadeo will make way to be known not only locally but
also internationally.

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 Customers and Clients.
As Café Amadeo can be located along the highway, aside from the local
customers and clients, it commonly caters to tourists and visitors who pass
along Amadeo highway looking for a stopover with a good cup of coffee.
While their original Pahimis blend is sought after by most coffee shops
nationwide.

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 Milestones.
Throughout the history of Café Amadeo since it was established, it has
already helped the local farmers of coffee in Cavite. As time progressed, its
coffee became well-known enough to join local and international food and
coffee fairs that it received numerous acclaims for its very own Pahimis
blend.

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 PROJECT
PROPOSAL
Café Amadeo
Rebranding

Insert example collateral

 Problem Statement.
Coffee is one of indispensable drinks that people enjoy. With the rich flavor
and the caffeine it provides, every coffee drinker will have the energy to live
through their day. From the younger generation to the elderly, they will
definitely agree that coffee is an ageless beverage that will stay relevant no
matter your age, place, or culture.

The Philippines is one of the largest consumers of coffee in the world.

Filipinos are considered to be heavy coffee drinkers where they averagely
consume 3 kilograms of coffee annually. While the Philippines used to be the
fourth largest coffee-producing country in the world, it declined through
different factors, and now most coffee in the country is imported from
nearby Asian countries. Even though the Philippines is one of the only few
countries that can grow all four types of coffee beans, coffee planting is not
well-developed and paid attention to.

However, a municipality in the province of Cavite, is focused on producing

quality coffee crops. Amadeo is well-known to be the Coffee Capital of the
Philippines where the majority of their land is dedicated to planting coffee.
To further establish their name in the production of coffee, they
established the cooperative of coffee farmers in the municipality. Café
Amadeo Development Cooperative is the medium of the coffee farmers to
deliver their produce to the masses. Café Amadeo, as a coffee shop,
provides quality coffee drinks to those who pass by Amadeo. And as a
coffee producer, the famous four bean blend, Pahimis blend, originated
from them.

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 Problem Statement.
Café Amadeo is already a reputable brand for those who know. However, to
some, they may not be aware of the specialty coffee and achievements of
Café Amadeo. To strongly reintroduce Pahimis and original blends, and Café
Amadeo as a coffee shop, Sip Creative Group proposes a rebranding of Café
Amadeo. A rebranding is a good initiative for the brand to have much
stronger and more distinguishable brand identity. It will be the face of their
products and service whenever people come to see them. The rebranding will
also be the tool to help their brand pronounce their mission and vision, which
will benefit the coffee growers of Amadeo, but also the title of Amadeo,
Cavite as the Coffee Capital of the Philippines.

As Café Amadeo continues to seek expansion, its branding also needs to

catch up. It is already established for 20 years, and its aesthetic may
become dated for the years to come. According to According to Marty new
Mayer, brand is a person's gut feeling about an organization, person or
company. This is influenced by their visual aesthetic, sound of their
messaging, and their overall positioning in the market. So, a rebrand is an
adjustment of the customer touch points that affect the impact of the
overall experience.

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 Design Goals and
Objectives.
The goal is to create a brand identity that will reintroduce Café Amadeo to
the greater masses. The rebranding aims to emphasize that the coffee
blends created by the coffee farmers of Amadeo are worthy to be in place
of one of the best coffee blends in the Philippines and for further
development, in the world. Café Amadeo's products are already good, but no
one will know that their products are good if at first it is ignored. They also
have already the foundation to be known, and better branding strategy will
make them be known more effectively. The Café Amadeo coffee shop will
also be benefited as the rebranding will introduce that the coffee shop is the
original café that serves their great coffee blends. Café Amadeo will no
longer be a stop-over in Amadeo but will be something tourists and coffee
lovers intentionally go to.

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 Design Goals and
Objectives.
Specifically, the main objective of this project is to:

1. Present a project study that determines Café Amadeo:

a. Brand identity strength and weaknesses.
b. Identify competitors, current/loyal consumers including its future and
target audiences.

2. Create a new brand identity for Café Amadeo’s products by means of:
a. Present new design concepts and design studies
b. Present design solutions through gathered data incorporating
appropriate design theory, design translations and interpretations.
c. Breakdown the arrangement of design elements and its evolution
through the design process.

3. Produce a visual marketing campaign material that will:

a. Provide appropriate marketing tools for design campaigns (print and
digital media).
b. Highlight company’s brand, products, and assets.
c. Identify effective and efficient digital media platforms for digital
advertising campaigns.

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 Conceptual Development.

Coffee is one of the most delicate beverages. It undergoes a lot of process

before it can even be drunk. To produce the drink, a coffee grower must
grow the plants in a consistent climate. It should not be too hot or not too
cold as if not, it can grow poorly and may not even grow. Once available for
harvest, coffee beans will be extracted from coffee cherries as soon as
possible which also is a tedious process. Once the beans are collected, they
will be dried, and it may take a long time. The beans will be milled to remove
the husks, then will be sorted according to their size, weight, and color. The
sorted beans will be tested visually and by taste. Once approved by the
tester, it will then undergo the next process. Coffee beans will be roasted to
perfection, the temperature varies and produces different flavors depending
on how it was roasted. The roasted coffee beans will be grinded, which also
varies as the taste of coffee differs from how fine it was grinded and what
beans are used. The ground coffee beans will then finally be brewed into a
drink, and people can finally enjoy sipping a hot, or even cold, cup of coffee.

The coffee farmers are underappreciated even though they are the ones
who work the most for our drinks. Without them growing the coffee plant
perfectly, we cannot enjoy the wonderful taste of our coffee. With this, a
cooperative organization can be established to support coffee growers, and
Café Amadeo is one of those cooperatives to support the local coffee
growers. Café Amadeo Development Cooperative is an organization aiming to
help coffee growers of Amadeo to deliver their produce to the masses. They
have a café storefront that sells local coffee beans and drinks. However, the
branding exists as a whole not only for café, but also for the organization.
An achievement of the store is also the achievement of the cooperative,
which are also the achievements of its members.

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By introducing a new strategy of brand identity, the cooperative may be
able to achieve their goals closer than ever. Sip Creative Group wants to
provide Café Amadeo their new brand identity that is ready for greater
exposure. Café Amadeo already established their message and goals, it is
our goal to visualize these messages to reach out potential clients for the
organization. With their mission and vision in mind, we will create the visual
elements as their face that has the potential to be noticed not only in the
country but also in the world.

Sip Creative Group takes up design theories as foundation for the

rebranding. The visual product of the brand is a result of construction from
a concept given already by Café Amadeo. We keep in mind that solving the
design problems is the same as the three stages of theory development:
speculative, descriptive, and constructive. We explain what the current
situation of Café Amadeo’s branding is, then we gather descriptive data to
describe what is the situation, then we will construct solutions specifically
for Café Amadeo based on existing solutions.

The main design goal can be related to Aspiration theory which focuses on
the relationship of the brand’s goals to its current form. Even with proper
goals, they cannot achieve it without the proper visual identity to help them
reach their visions.

15
Gestalt theory can also be related to the rebranding, as we aim to have a
simple logo but very familiar with the people. Even if it is familiar, it is
something unique to Café Amadeo.

We also aim to have a modular design which we already think is applicable to

the current branding of Café Amadeo. Having a modular design makes it
easier for the brand to be flexible in terms of application of the brand
identity. They may use it in different situations and circumstances and may
be customizable in specific products. Though modular, they will still have
cohesive design which still makes up the constructed brand identity.

Lastly, we would like to associate the rebrand with the principle of least
effort. Not literally least effort on creating the design, it is a design
principle that reduces the clients and customers effort to retain the
branding information. We aim to create a logo that can easily be
remembered, and a wordmark is the most effective style of logo to easily be
familiar with the people.

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 Conceptual Development.
Design Inspirations
Café Amadeo is a cooperative organization at first aiming to help coffee
farmers of Amadeo, Cavite. As they expand, they established a storefront
to cater customers coming in to try their coffee. Since their establishment,
their logo became the visual representation of what they envision. A classic
seal that both represents their cooperative and their coffee shop, Café
Amadeo, uses variety of similar logo and use them interchangeably in their
products.

Over the 20 years since Café Amadeo have been established, design
techniques and trends also evolved. Their seal, even though unique, may
become dated when exposed to international market. We decided that
having a new branding that is somehow similar with the original logo, will
give Café Amadeo a new face with the same soul. Even with modernizing the
brand, their brand will still be recognizable and be something familiar.

The following brands are the inspirations for the visual aesthetic of our
rebranding. With similar elements such as wordmarks and symbols, they are
great references as they also embody their brand even with minimal visual
elements.

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 Conceptual Development.
Design Studies

PAN de MANILA’s logo features only a wordmark banner with flair. We took
inspiration from this logo as its brand also has its place of origin like Café
Amadeo. The font’s visual aesthetic also shows the brand values that feels
like original and Old Manila. These characteristics of typography will
represent the business name itself and is the most important part of the
logo.

BALAI NI FRUITAS, INC. company logo also features a wordmark logo with
a symbol which we also decided to add to Café Amadeo’s logo. This pictorial
mark can also substitute for the wordmark logo if it becomes well-known. By
creating this symbol logo, we will have a visual representation of the brand
in the simplest form.

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 Design Process.

In starting the design process, we created a design prompt that we think is

the main idea and goal of the redesign. This prompt is our basis for criteria
for creating the designs as this includes what should be on the redesign:

DESIGN PROMPT
CAFE AMADEO is established as a development cooperative for coffee
farmers of Amadeo, Cavite. Aside from its brick-and-mortar storefront,
they aim to distribute and make their special coffee blend, Pahimis blend, be
well-known not only nationwide, but also globally. With the rebranding, we
will create a new distinguishable identity of CAFE AMADEO based on their
current seal, that can both represent the physical coffee shop and their
coffee produce. We aim to create a contemporary design that the customers
and clients will be able to feel the soul of the original CAFE AMADEO.

Inspired (not similar) from current seal/logo, improved branding colors,

typeface, and layout.
Make importance of the 4 coffee type blend: Pahimis blend.
Clean and straightforward for readability and ease.

Each of our creatives created their own take of the logo, with no limitations
and strict criteria, they came up with these drafts:

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These drafts became the basis of the final rebrand logo. With characteristics
and elements present in these different logos, we chose what works best
together and what embodies the soul of Café Amadeo while presenting fresh
visuals.

Typeface:
Symbol:

Flairs:

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With design elements complete, we organized these design elements
following the rules of typography and spacing. We created multiple
variations of the logo to present different design angles.

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We also tried replicating the original logo of Café Amadeo with their colored
background as a seal.

We thought that even before, Café Amadeo already uses a variety of logos
depending on their product. So, these variations of logo may still be usable
for their certain products.

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 Design Output.

Similar to the original Café Amadeo logo, the rebranded logo also features a
wordmark and a symbol. Updating the typeface into a much modern serif, it
still captures the feeling of homeliness of the prior typeface. It is
accompanied by the year Café Amadeo was established, and of course, its
location. The symbol on the other hand, features coffee beans. We made
the logo to be modular, meaning they can work even removing some
elements depending on where they will be used.

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 Typeface

Fraunces
A display, "Old Style" soft-
serif typeface. It emits the
same homey vibe as the
Fraunces Light original typeface of Café
Amadeo.

A sans-serif with a gentle

character, developed for
wayfinding, signage, and other

Signika media where clarity

information is required. It
of

accompanies the main font to

show emphasis on both.

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Symbol

The main visual element of the

logo. The four coffee beans
represent the 4-bean blend of
Café Amadeo: The Pahimis
blend.

Inside each bean shows the

initials of "Café Amadeo
Development Cooperative"
which are C, A, D, and C.

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 Conclusion.
Sip Creative Group was able to identify and achieve the following through
this project:

1. Café Amadeo's strength is that they were able to cater to their clients,
which is symbolized by their logo. However, when compared to
international competition, their weakness of having an outdated logo
becomes apparent. Their main consumers are locals from Cavite and the
target audience are coffee consumers outside the region.
2. Create a new brand identity by finding inspiration from other brands
with similar visual aesthetics to the brand identity that the group
envisioned, following three main prompts that embodies Café Amadeo as
a brand, and applying different design theories, producing an identity
that appeals to both old and new customers.
3. Produce various visual campaign materials such as informative
advertisements and sponsorships, for the three most popular social
media sites in the country: Facebook, Instagram, and TikTok.

With the help of design theories, we were able to create a new brand
identity for Café Amadeo. The potential of the rebrand is extensive as it
features a modular design. Several marketing and advertising materials
might come in the future to further strengthen the branding of Café
Amadeo. With the new brand identity already established, Sip Creative
Group is open for the opportunity to continue develop Café Amadeo's brand
identity. This will not only benefit Café Amadeo Development Cooperative,
but also our creative affinity will be improved.

Thank you for the opportunity to create a new brand identity for Café
Amadeo!

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