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For the launch of Go Chill, its new collection of iced coffees to go, Delta Cafés opted for an energetic campaign, reflecting the spirit of its products. A portable, youthful, and colorful range—designed to appeal to coffee lovers seeking freshness and convenience. I created the press kit to accompany the launch of this collection: an informative and visually appealing document that highlights the unique identity of each product—cappuccino, espresso, latte… Each drink has its own packaging, and the challenge was to reflect this diversity while maintaining a consistent tone and style. The result: a press kit that perfectly embodies the Go Chill range—dynamic, refreshing, and decidedly contemporary.
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One of my first posts on Contra, with the Artemis II mission and current # on Contra, this seems like the perfect time to revisit it.
My golden standard when creating brand guidelines to this day remains the 1975 NASA Graphic Standards Manual.
It represents NASA's vision at the time and gives a very comprehensive view of their elements.
Keep in mind this document is in large part still used today, yet it was created almost 50 YEARS AGO!
One element specifically I've taken from this and use in almost all guidelines I create is a square grid over which the logo is overlayed, for reproduction on surfaces where printing in clear dimensions is not possible - use the grid.
"The NASA Graphics Standards Manual by Richard Danne and Bruce Blackburn is a futuristic vision for an agency at the cutting edge of science and exploration."
This is sooo cool! I love these type of posts
Most brands aren’t experienced through guidelines. They’re experienced in quick decisions on a busy morning, during a setup, in real time.
When I worked on Found Coffee, the focus wasn’t just how the brand looked, it was how it would actually be used. A mobile setup, changing environments, different surfaces.
There’s no time to reference a document things need to just work.
So the system was built around that:
– elements that are easy to repeat
– flexibility across formats
– decisions that hold up, even when made quickly
Because in practice, consistency doesn’t come from rules it comes from what people can actually apply.
The strongest parts of this one weren’t the most complex, they were the ones that carried through naturally, wherever the brand showed up.
This is seriously impressive work. The attention to detail and level of execution stand out immediately. You’ve set a high standard here, well done.
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