Waggner Coffee

When we received what Waggner wanted –logo and packaging for their coffee products- we began to know our audience target which includes 25 to 35 years old perfectionists and intellectual coffee fans who usually are active-minded with a social life. Into the design process and through research –cultural, historical, facts, and different kinds of types- we found moose. They are marvelous creatures with significate similarities to coffee fans. Their social life and awakening in the night were the highlights of why we chose them to create Waggner’s brand persona. In the end, we had Waggner; a 40-year-old bull moose who is a hardworking leader and has his times of nervousness. We put our design’s core idea -which was ‘live your moments’ with the ‘coffee’, ‘life’, and ‘moments’ as keywords - into Waggner’s way of life. So Waggner, the moose, wants to take advantage of his life, each and every moment. Besides the brand persona and the core idea, it was also the view of the lighted windows during the nighttime that inspired us. As a result of these, Waggner’s logo is a moose now, sitting behind his window and drinking his coffee. For the packaging design which was a continuation of logos, we used the elements of the architecture of each product’s origin to design the building –with all its dark windows- that Waggner lives in. In the Turkish coffee packaging, we used Ottoman Architecture as we used the European atmosphere for the premium coffee. For other products such as hot chocolate and Masala tea, we used South American (Mexico) and Indian architecture. One thing that we know is that everywhere Waggner is, his cup of coffee is not empty for too long.