Design Award Medium

Jacu identity wins major design award

We are proud to announce that our client Jacu Coffee Roastery has won the Norwegian Design Council’s Award for Design Excellence.

The jury considers this to be an extremely well developed and implemented profile that has high quality throughout, and one that works in relation to both professional players and consumers at home and abroad.

The jury at the Norwegian Design Council

The company's visual identity was designed by Kind's CEO and Creative Director Tom Emil Olsen (during his time with Havnevik advertising agency). Tom has worked with Jacu since they started up in 2011, and he is now in charge of the team at Kind that is further developing these innovative coffee roasters’ brand. KIND are currently working on their new website and new coffee packs. Our next project will be their new focus on tea production and its conceptual branding.

Jacu Coffee Roastery has revived a local tradition in Ålesund, where it started its coffee roasting business in the town centre. The focus is firmly on quality, and the company is proud to be keeping a local tradition alive. The roastery supplies speciality coffee to restaurants, coffee bars and cafés. Locating the roastery in the town centre where it is accessible to passers-by was a conscious choice that makes it easy to meet customers. The company wanted a profile that reflected quality, aesthetics and good taste.

The jury at the Norwegian Design Council put it as follows: 'Making the coffee production process easily accessible is in effect a choice by the producer to meet end-users face to face. The coffee bar serves as a laboratory, providing an opportunity for direct dialogue. It is an innovative, brand-building communication exercise. The profile highlights coffee culture, with qualities and visual effects that make it attractive to the customer. The logo type is well thought through and the bird is a cosy, intimate icon that is very appealing. The jury considers this to be an extremely well developed and implemented profile that has high quality throughout, and one that works in relation to both professional players and consumers at home and abroad.


The Norwegian Design Council is a Norwegian state-controlled foundation that encourages good design of Norwegian products as a key to improving innovation and the products’ international reputation and sales. The foundation’s activities include the Award for Design Excellence and the Design Day seminar. It also cooperates closely with Innovation Norway on new ventures. The council serves as a centre of excellence and it is funded by the Norwegian Ministry of Trade and Industry through consulting services and through other projects. The council was founded in 1963 by the Norwegian Export Council and the Confederation of Norwegian Enterprise.

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