Persona — Nova Coffee
Age: 30–38
Profile: Thoughtful, detail-oriented coffee drinker with a strong interest in technology and design.
Nova’s consumer sees coffee as a ritual, not a habit. They value origin, process, and consistency, and are curious about how technology can enhance craftsmanship. Shaped by 90s sci-fi, cinema, and the rise of digital culture, they trust AI as a precise, quiet tool — not hype.
They choose Nova Coffee for its balance of nature and intelligence, where advanced curation elevates taste without noise.
Creative Direction
Concept
Visual System
Art Direction
Tools
ImageFX · Whisk · Affinity Designer
Creative Direction Exercise
Nova Coffee is a speculative coffee brand imagining a near future where artificial intelligence and nature coexist. Rooted in Brazilian coffee traditions and guided by AI selection, the brand explores calm intelligence rather than speed or disruption — a future that feels thoughtful, human, and inevitable.
Brand Archetype: Sage
Nova Coffee embodies the Sage archetype through calm intelligence and quiet confidence. The brand values understanding over noise, precision over excess, and clarity over spectacle.
Rather than relying on hype, Nova builds trust through knowledge, transparency, and thoughtful innovation — offering expertise without arrogance and technology that serves purpose, not ego.
Color Palette
Dark Blue
Represents intelligence, space, and calm. It anchors the brand in trust, depth, and thoughtful technology.
Orange
Drawn from coffee itself, it conveys warmth, energy, and origin — grounding the futuristic world in something human.
Light Blue
A fresh, digital tone inspired by RGB light, symbolizing technology, clarity, and modernity.
Ivory Glow
Soft and serene, referencing cream and milk. It brings balance and warmth to the system, avoiding cold futurism.
World Building
Nova Coffee exists in a speculative, near-dystopian world that feels far from Earth — almost like another planet. It reflects a future shaped by advanced yet invisible technology, where intelligence is calm, precise, and part of everyday rituals.
Through cinematic, retrofuturistic visuals inspired by classic sci-fi, Nova Coffee transports the viewer beyond reality, connecting with millennials who grew up dreaming about space, technology, and the future. The result is an immersive world that feels thoughtful, nostalgic, and quietly powerful.
Unified Communication System
Before selling the product, Nova Coffee focuses on connection. The communication first educates the audience, revealing the process, the care, and the true differentiators behind the coffee.
The copy system, packaging mockups, and awareness stages were designed as one cohesive journey. Guided by the Sage archetype, the tone is calm, intelligent, and precise — never loud, never rushed.
Across five awareness stages, visuals gradually bring the consumer closer to the product using a cinematic, retro-futuristic language. The packaging grounds this speculative world in something real.
Made for critical coffee drinkers — millennials shaped by cinema, sci-fi, and technology — Nova Coffee presents AI as a quiet, meticulous intelligence in service of taste.
Nova Coffee –Awareness Stage Copy
1) Unaware
At this stage, the consumer is not yet thinking about quality or process. The communication introduces a quiet tension: great coffee is not accidental. It invites curiosity around what truly guarantees excellence, without explaining it yet.
3) Solution-Aware
Now that the differentiation is clear, the solution is introduced. AI-driven curation ensures an ultra-precise selection of coffee beans — a level of accuracy and consistency impossible to achieve by human hands alone.
2) Problem-Aware
The consumer begins to understand that not all coffee is made the same. While coffee may be naturally grown everywhere, quality depends on what happens after harvest. The problem is revealed: traditional methods cannot precisely separate the best beans from the rest.
4) Product-Aware
With the process understood, the product enters the scene. Nova Coffee embodies this method, translating technology, origin, and precision into a tangible experience through its packaging, copy, and sensory cues.
5) Most Aware
At this final stage, the consumer is ready to choose. Nova Coffee represents the natural evolution of coffee culture: naturally grown, intelligently curated. It offers confidence, trust, and a ritual designed for those who value knowledge, taste, and intention.