Vendors line the halls of Fancy Food Fest


DASH Espresso

by Theresa Christine Johnson on 02/15/2016 | 3 Minute Read

Here’s just the thing for your mid-day caffeine break. DASH Espresso comes from a family-owned coffee roaster called Dassyras that produces artisan Greek and filter coffee. After nearly two decades in business, they began crafting an incredibly unique espresso blend with a rich taste and impressive aroma. But even though this espresso was a bestseller in the wholesale market, it didn’t have a name. Enter S & Team, determined to help Dassyras to create a great name, logo, and packaging for this product.

“The name needed to be short, good-sounding, easy to remember and somehow connected to the family business name. So the name ‘DASH’ fulfilled all three criteria and sounded a lot like ‘Dassyras.’ The brand name DASH was placed in between two dashes to indicate a pause/break. Just like em dashes, which are used to indicate a break in sentence. Meanwhile a coffee drop stands still, creating the impression that it will fall any minute.”

“When it came to designing the packaging, we wanted something as crafted as the product itself. We did not want to include too many design elements. The packaging should speak for itself. So it includes only the absolutely necessary information; the logo, its copyline, weight, type of roasting and blend. To convey the brand’s authentic and micro-roasting personality, we used kraft paper for the packaging. Different colors on packaging (kraft and slightly faded black) indicate the type of coffee roasting; kraft for medium-roasted and black for dark roasted respectively.”

Avoiding too many design elements makes DASH beautiful, and it instantly appeals to those who want high-quality coffee products to savor without the fuss. It is straightforward and easy to understand, making the choice for consumers uncomplicated. While DASH expresses a premium quality espresso blend, it also tells the customer that the hard work is done and all they have to do is take a little time out of their day to enjoy the drink.


Designed by S & Team

Country: Greece

City: Athens

You may also like