Past Winners

2015 Winners & Shortlists

EGYPTIAN MORNING WISHES

Bronze

Presentation Board

ClientLA POIRE CORPORATE
ProductBEANOS CAFE
EntrantKAIRO Cairo, EGYPT
Type of EntryDesign
CategoryTypography
TitleEGYPTIAN MORNING WISHES
Product/ServiceBEANOS CAFE
Entrant Company KAIRO Cairo, EGYPT
Advertising Agency KAIRO Cairo, EGYPT

Brief Explanation

How can we convey the message of BEANOS offering the strongest coffee to start your day with, in a visually engaging manner, and with a local insight that carries a simple interactive message. Insight: In Egypt, a simple “good morning” is not enough. At the beginning of our day, we, Egyptians have our own words when it comes to greeting each other. We love to add a more loving ingredient such as" May your morning be as bright as the whitest of all Milks and Creams", "May your day be as joyous as fresh Mints and Jasmines", and many more.

The Brief

Beano’s, Egypt’s iconic coffee chain wanted to communicate its 100% strong Arabica coffee as the best choice to kick start your day compared to the blends of Costa Coffee and Starbucks, in a set of engaging posters.

How the final design was conceived

Arabic calligraphy is known for its beautiful sophisticated aesthetics. While very hard to read, people tend to find a little sweet challenge in reading this magical art and feel a sense of satisfaction when accomplishing the mission, especially because the meaning when finally understood, is always as beautiful as the art, amplifying the satisfaction of the reader. Three morning wishes were finely handcrafted in ultra modern calligraphy, beautiful looking yet challenging to read at first sight. In a simple interactive manner, these posters invite you to read them again, after having a 100% strong Arabica coffee from Beanos.

Indication of how successful the outcome was in the market

The sales of the 100% Arabica coffee increased significantly vs last year, and a strong positive word of mouth started spreading on social media about the campaign

Beanos is the leading local coffee shop chain in Egypt, competing primarily with Starbucks and Costa Coffee. The target audience are young Egyptians wanting to associate themsleves with global trends. Beanos positions itself in the market as the trendy brand, head to head with multinational giants, yet proud of its locality, offering the highest quality coffee as well as other hot and cold beverages and sandwiches.

Credits

Name Company Position
Hesham Ellabban KAIRO Executive Creative Director
Montasser Khalil KAIRO Creative Director
Nora Aly KAIRO Art Director
Hesham Ellabban KAIRO Writer
Nora Aly KAIRO Typographer
Sameeh Selim KAIRO Head Planner
Sara El Sherbiny KAIRO Planner