“Bohnenschatz” is a traditionally roasted high quality coffee/espresso of a well-established coffee roasting company in the region of Dresden (Germany). With “Bohnenschatz” they introduce a new and trendy Coffee brand, which will be marketed all over the country.

“Bohnenschatz” is a wordplay that consists of the parts “Bohnen” ("bean") and "Schatz". "Schatz" has a double meaning: once it can be understood as "treasure", but it is also a popular nickname for a loved one, like “sweetheart”.

With the combination of beans and a heart the logo gives the consumer an emotional message: "MY (new) FAVORITE COFFEE". It also conveys the passion of the coffee roasting company: "We love coffee". Drawn with a continuous dynamic line, the logo expresses vitality and joie de vivre. The “O” of the typography, which reminds the shape of a bean, is slightly raised and combined with an underscore so that it looks as if it stands on a pedestal. A little extra hidden message...