HEDONE – BRANDNEW

SUMMARY

HEDONE

Context:

Hedone Cafe is a 100% Romanian entrepreneurial venture — the only company in the country that designs and manufactures professional espresso machines and coffee grinders, while offering end-to-end coffee solutions.

Born from the passion of two entrepreneurs from Craiova and their love for high-quality coffee, Hedone Cafe set out to inspire and elevate Romania’s coffee culture — bringing freshly roasted, single-origin coffee to the commercial market and into the daily ritual of coffee lovers.

CLIENT:

Hedone

BRAND:

Hedone

INDUSTRY:

FMCG

TASK:

Brand Positioning, Identity redesign,

Packaging Redesign

The Brief / The Challenge

With bold plans and ambitions to match, the founders realized it was time to align the brand’s voice and visual universe with the same passion and expertise they poured into every cup of coffee.

The Solution / Design Concept

The process began with both internal and external audits, whose insights laid the foundation for defining the brand vision and establishing the pillars on which the Hedone business and brand would be anchored.

The new Hedone brand introduces a distinct philosophy, showcasing passion and expertise in both the big picture and the finest of details: STATE OF THE ART — IN EVERYTHING AND IN EVERY SINGLE PIECE.

Brand Identity

From the brand identity to the full visual universe — including corporate materials, in-location branding, presentations, packaging, and the standard horeca kit — every touchpoint was designed to communicate that Hedone is a premium, contemporary brand, fully aligned with the latest trends and innovations.

The Hedone wordmark was refined with design details that speak to the brand’s DNA of cutting-edge technology and forward-thinking spirit.

The corporate identity adopts a minimalist visual register, free of superfluous elements, to evoke the precision and dedication found in every aspect of Hedone’s work — from coffee beans to brewing technology to the training of those who prepare the coffee.

Color became a key brand pillar — a vital element of the visual signature, helping define, differentiate, and make the Hedone brand instantly recognizable alongside its graphic execution.

The Packaging

When it came to packaging, we segmented the products into two categories.

The first includes coffee-related complements — items such as biscuits, sugar, cups, and hot chocolate — forming part of the standard horeca kit, aimed at increasing brand visibility.

The second category is dedicated to Hedone’s specialty coffee brand — SingleArabica — supported by distinctive packaging built around the ‘fingerprint’ concept, visually dramatizing the unique imprint of each coffee’s origin.