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Amalgamated Bean Coffee Trading Company which grows coffee in its own estates of 12000 acres is the largest producer of Arabica Beans in Asia exporting to various countries including USA, Europe and Japan. Cafe Coffee Day being India’s “most popular hangout point amongst youth” has launched its premium coffee chain format called “The Square” to bring in the luxurious experience of coffee drinking. The VM identity of The Square has been created to bring about the serene landscape of the coffee plantation which is itself a true inspiration to bring out a story telling experience inside the space.

The hand painting of the picture of the plantation on the wall is created to enjoy the visual form of the plantation. The painting has been created using artistic acrylic paint to bring in depth and clarity of the coffee leaves and the red cherries. This technique is basically used to bring in light through the oak trees to work as a backdrop to the picture. The translucent image of the artwork gives a sheen to the entire space.

The coffee cup mural created on the wall next to the painting is made up of coffee beans in different roasting levels that has different colors and pasted carefully to form a beautiful pattern on a laser cut MDF base. The entire mural has a texture of coffee bean which creates an interesting element in the space. 3kgs of coffee bean has been partially used by the artist to make the mural.

The depression zone near the staircase is interestingly designed to bring in interface with the customer displaying the best flavours of coffee from the different parts of the world. This zone allows individuals to take back home freshly brewed coffee powder from the most exotic coffee locations of the world named as “Single Origin Coffees”. The different kinds of coffees that add flavour to the entire space are Kathlekhan Superior, Mysore Nuggets, Ethiopian Sudamo, Rajgiri Pearl, Cost Rican Tarazzo and Columbian Supremo which are engraved on a well seasoned oak plank sourced from the plantation. The wrought iron mural on the wall which is powder coated in matt black finish has been used to communicate the country origins of the different coffees which is displayed beneath it.

As one walks inside the space in the ground level, naturally cut oak pieces from the plantation is used interestingly to call out the heritage of the brand. The heritage wall has a story that shows the graph of growth of the brand and the organization since its inception in giving its customers the best coffee drinking experience. Each log with its raw rugged finish communicates a milestone of the brand, engraved in itself and also gives a warm tone to the entire space. The texture finish on the wall and the mood lighting at the space enhances the warmth and brings in a special and cosy feeling.

The social responsibility initiatives of the organization at their plantations in Chikmagalur which incorporates a natural habitat for several animals and birds have been highlighted on the stairwell. The plantation provides a natural environment for endangered species like the Malabar Squirrel, Leopard, Elephants, Great Indian Hornbill, Spotted Dear and the Indian Gaur. The Tree of Life concept communicates the CSR initiative under the umbrella of the brand in an interestingly innovative manner. Each tread of the stair is engraved with a footprint of these six animals which leads up to the wrought iron mural which encompasses the distinctive features of the animals. As one climbs seeing the footmarks with the names of the animals and meets with the Tree of Life which gives a faint recognition of the animals and overall perspective of the story. The design has been intentionally done so that each time the individual walks in, he sees an animal added to his view which brings out an emotion of discovery.

As we move to the first floor, the lighting keeps the mood on and the subtle colour adds a lounge experience. The partition between the seating is designed to bring in privacy, but not to completely block the movement of light into the space. The glass panel with sandwiched Rice Paper creates the translucent ambience between the seating and brings in a contemporary feel. The visual treatment at the upper level has been a toned version of the original photographs from the estate with a play of colour to bring in attention. The table top visual in sepia tone placed in the centre space have been printed on canvas and are framed in oak wood procured from the plantation. The large visual of the coffee bean plucking at the estate is treated interestingly by highlighting the berries in colour while the rest remain in black and white tone. The rice paper lantern fixtures hung at the double height area brings in a warmth and authentic feel to the space.

The design of the frost vinyl on the glass of the huddle room is to bring in a play of light and texture to the space. The print creates privacy yet brings in enough light into the space. Similar form of the artwork of the frosting has been incorporated on the servery counter to bring in connect in design throughout the store. The restroom has been made to have a darker tone and the mood lighting in the space as well adds the calmness to the space.

The signage has worked well for the facade as it is a corner plot and forms a grandeur look for the building from the road. Well lit facade with the right amount of lighting , texture and colours that compliments the entire space makes it an exuberating experience for each customer walking in for a hot sip of exotic coffee from around the world. The overall VM at The Square tells a story of an organization and a brand which studies the science of coffee growing and has mastered the art of brewing. With its premium and sophisticated form, it is a coffee haven for the coffee enthusiasts and connoisseurs.

Photography: Jayalakshmi
Visual merchandising identity by Studio J

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