“Hot Coffee” coffeehouse concept

The creative concept of a non-existent coffeehouse within participation in advertising and design festival FAKESTIVAL – the first and the only international advertising and design festival in Russia where only those advertising and design concepts are accepted that had never been realized before.

“Hot Coffee” coffeehouse concept was developed from a warning that goes on the top of all coffee paper cups – “Caution, Content Hot!” When translating this message we fantasized a little on the play on words (in colloquial English “hot” also means “sexy”). We endowed this image with the metaphor of sexual women body and showed “How hot the contents can be!” The logo of the non-existent coffeehouse represents the generalized style of porn makers’ websites (please do not ask us how do we know it ;)), the color scheme and the black bar with a writing “Coffee” on it remind “censored” fragments.

The design of the paper cup itself is based on the similarity between the contour of low neckline on female breasts and the shape of a coffee bean, which is imperceptible at first sight. It should be mentioned that the degree of roast is reflected in various tastes of coffee blends – Brazilian, African and Colombian Smooth grind. In design of the latter, the coffee bean is represented in the form of another part of a beautiful Latin-American body.

The slogan “Mind your beans“, on the one hand, refers to the prototype – coffee beans, on the other, hints in metaphorical way at a warning to the menfolk against excessive enthusiasm in enjoying the product. Surely, the pleasant sensations arousing not only from taste of the coffee but also from warmth of the cup that the consumer would feel in his hands are also worth noting.