Tuffler is a brand of 25 Coffee Roasters. Tuffler — is a simple coffee, understandable, inexpensive, but just as fragrant and of consistent quality.
Previously, Tuffler coffee did not have a special identity, the coffee was packed in black packs with simple labels. But the company decided to bring the brand to the retail market. For such complicated task, a brand needs good costumers’ recognition. The main condition of the new Tuffler identity: the brand should look simpler than 25CR so as not to confuse the consumer and honestly communicate about features.

We decided to build a new Tuffler identity based on a combination of basic geometric shapes — simple typography and a minimalistic palette. We replaced black matte tutus that looked too luxury for this brand and changed with white ones. This allowed Tuffler bundles to coexist organically on the same shelf with 25CR bundles, not to distract attention and occupy its niche.

We created the new logo, palette and packaging, design of paper cups, business cards and business documentation. So the brand could be developed independently on 25 Сoffee Roasters. The new image turned out to be as simple as the coffee itself, but bright as the aroma.