The challenge

From the invention of paper drip in 1908, the German coffee brand Melitta has been leading and revolutionizing the coffee preparation industry throughout its century of history. Melitta Japan has been in charge of the sales and marketing of the coffee filters, coffee and non-electric coffee systems in Japan since 1974.

In 2012 the subsidiary selected RISKYBRAND to help them localize the global brand concept, “Coffee Enjoyment”.

Our approach

We conducted several workshops with Melitta Japan’s management board to discuss the key messages and values encapsulated in the brand concept.
From there we crafted several proposals that were tested trough a series of quantitative and qualitative studies.
The resulting tagline, “コーヒーのある、ひととき。” embodies the brand unique spirit in a way that resonates linguistically and culturally with the Japanese consumers.
RISKYBRAND’s designed the visual identity, alongside with numerous brand application such as packaging, brochure and Japan original product.

Work Scope:
Managers interview and workshop
Focus group and quantitative survey
Tagline development
Brand guideline (Incl. Visual Identity) development
Graphical designs for package, brochure, products, tradeshow and etc.

ClientMELITTA JAPAN LIMITED