Blue Tokai: A Visual Storyteller
Brand breakdown 02: Brand Breakdown is Shopflo’s monthly 4-part newsletter, in which we deep dive into an Indian D2C brand, and understand its constituent elements to figure out what makes it tick ⏰
It's good news for all coffee lovers because Blue Tokai is this month’s pick. In today’s newsletter, we study the design elements that constitute the brand and how their unique branding helped them differentiate their product.
So far, we’ve looked at the market dynamics of the coffee industry and the business decisions that have led to the creation and sustenance of Blue Tokai. But eventually, what truly sells is how much a consumer is able to relate to the entire brand experience; which also consists of the brand story, the colors, and its visuals.
While Matt took care of the logistics and finances, the unique design and communication that is associated with the Blue Tokai were designed by Namrata.
What’s in a name? Quite a lot, as it turns out
Have you ever wondered why Blue Tokai is named so?
Let’s play a word association game. Peacocks are often known to be flying through coffee estates in India, and coffee estates are mainly concentrated in the Malabar area. ‘Tokai’ is an ancient Malabari word that means the plume of a peacock. When you think peacock, you think blue. Hence the name ‘Blue Tokai’, although seemingly random for a coffee brand, makes a lot of sense when you break it down.
This idea was translated into the logo of the brand as well, where the plume of the peacock is the most apparent feature and is featured in different colors on the packaging.
Do judge your coffee by the cover
The most differentiating feature of this brand is its packaging. A packet of Blue Tokai coffee can be identified from any aisle that it's a part of, and the attention to detail that's gone behind each element shines through and elevates the experience.
The Logo: The biggest and most noticeable element of the front side of the packet is the logo. The large size of the logo helps with the recall element and builds an association with the brand.
The Material: The foil-lined paper packaging ensures that the coffee retains its freshness while maintaining an earthy image. The stability of the package also keeps customers from transferring the coffee to a different form of storage once opened.
The Description: The description on the front of the packaging, although minimal, conveys a lot of information. First comes the name of the estate (Attikan Estate), then details about the type, grind, and weight of the coffee (Arabica | Whole Beans | 250gms), the flavor notes (Dark chocolate | fig | roasted almonds), followed by the details about the variety, roast level, location, and elevation of the estate.
The transparency in communication when it comes to the origin of coffee is one the main factors that sets D2C coffee brands apart from mass brands.
Personalization: The most endearing aspect of Blue Tokai’s packaging that delights a lot of consumers is the ‘Roasted especially for you’ bit on the package. When ordering directly from the website, they make sure to print the customer’s name on the package.
This small element of personalization is something unique to Blue Tokai and makes all the difference between a one-time customer and a loyal customer.
The Art: An ode to the regions and estates the coffee is sourced from, the unique Gond artwork behind each package is yet another reminder of how much Blue Tokai celebrates their farmers.
What’s That Hole?: The valve present at the back of the coffee package has functional as well as sensory benefits. Carbon dioxide is a by-product of the coffee roasting process. Sealing freshly roasted coffee in a packet causes it to expand, and rupture; while exposing it to oxygen kills the freshness.
The valve allows for the escape of carbon dioxide from the package, without letting oxygen enter; as well as providing a means for a consumer to smell the fresh coffee.
The packaging of Blue Tokai’s Easy Pour variety of coffee is also designed to tell the tale of process, farms, and taste by using Gond and Kalamkari styles. A more colorful take (arrived at after hours of consumer research at supermarkets), the brand wanted this line of coffees to stand out in shelf spaces (both physical and digital) to help widen its consumer base.
The brand’s design isn’t merely limited to their products
The design of their cafes encompasses every value the brand is built on. Their focus on transparency and trust is reflected through the large glass windows that break the barrier between the customers and the roastery area. You can see the machinery and the coffee being ground and prepared.
Often adorned with art, books, and coffee products, the customer can design their own experience with their cup of coffee. The blue ceramic cutlery is a callback to their brand colors and identity. The entire offline experience of Blue Tokai has been carefully curated to elevate the experience from just a beverage you take on the go to one that requires you to take a pause and enjoy it.
In a world full of coffee clones, be a Blue Tokai
Blue Tokai’s strength lies in the subtleties of its differentiation. They’re not a brand that's shouting its uniqueness through the rooftops, but rather quietly staying true to its values. Their story seamlessly weaves itself throughout the packaging, website, and service. Firmly rooted in its brand ethos, Blue Tokai is a brand that’s taking the simple idea of delivering coffee from farm to cup, and breaking barriers with it.
Happy Brewing!
In the next and final edition of this month’s brand breakdown, we decode Blue Tokai’s marketing strategies and social media presence, because if you didn’t post about it, did it really happen?
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In case you missed the previous edition, here you go
Lovely, it's my first time going deep into the third wave coffee culture - and very pleasantly written!