CR3

CR3-Coffee Refining M. Hermsen GmbH is all about high-quality refining, laboratory analysis and logistics for green coffee. The Bremen-based company has been one of the leading experts in coffee refining for over 50 years.
As one of the leading service providers for the refining of green coffee, CR3 supports the coffee industry globally with various processes in the field of decaffeination and steaming.

Challenge

High-quality decaffeination depends on preserving the original flavour of the coffee even in its decaffeinated form. There are many methods for extracting caffeine from the beans, such as using water or chemical solvents. However, these methods also alter or completely destroy many flavour compounds.

To change this, CR3 developed a unique process: the Carbonic Natural® process. It uses natural carbon dioxide to extract almost all of the caffeine from the coffee, while all flavour compounds remain in the bean. The result: the best type of decaffeination.

Now all that was missing for the Bremen-based coffee experts was a brand that would bring their process to life based on a strategically grounded positioning.

Implementation

Starting point for brand development was a thorough understanding of the decaffeinated process, the market, the target groups and the relationship between the parent brand CR3 and the Carbonic Natural® brand. To this end, we analysed the market, competition and target groups and consolidated our findings into a clear strategic positioning:
The real strength lies in the character.

Carbonic Natural® preserves the flavour identity of coffee even as a decaf. Decaffeination with natural spring carbon dioxide makes the process the gold standard for uncompromising coffee flavour. Carbonic Natural® thus offers roasters the opportunity to offer their premium coffees in decaffeinated form and to delight their most sophisticated customers without compromise.

Based on this positioning, CR3 came up with a name for the decaffeinated process that emphasises the natural carbon dioxide: Carbonic Natural®. In the next step, we designed the corporate identity, including a brand language and an overarching messaging concept. All of this was created for international use and clearly linked to the parent brand CR3.