The aim of “Alex the Coffee” is to convey the authenticity of its coffee, therefore all products are well-designed to convey the brand philosophy. The brand design is characterised by clear and understated graphics. The experimental typography, the reduced colour range and the simple design of the packaging are particularly catchy and effective. Creative texts personify the individual types of coffee in order to highlight the range’s variety. The brand design manages to appeal to the target group in an original and convincing way.