»brandtouch° achieved an excellent result and successfully coordinated different perspectives, experiences and the needs of a traditional family business. The agency team has shown remarkable dedication and commitment and has become an indispensable part of the team.«
Sven Philipp Engelmann
Geschäftsführer Johann Jacobs Haus
Johann Jacobs Haus is a fledgling business that has committed itself to upholding the legacy of Jacobs coffee, while also providing fresh takes on the popular beverage. Johann Christian Jacobs, the great-grandnephew of the founder of the well-known Jacobs Kaffee brand – presently owned by Jacobs Douwe Egberts – has restored the initial Jacobs parent firm and, in conjunction with his team, has crafted a new and exciting vision.
The credo follows the original idea of Jacobs Kaffee’s founder: to make high-quality coffee accessible to everyone. The Johann Jacobs Haus in Bremen offers an entire world of coffee experiences, spanning five floors. Visitors can explore the company’s own roasting plant, attend training courses, and shop for first-class specialty coffees, all with a focus on production, preparation, and stylish enjoyment.
What was needed was a product brand that embodied all of these aspects – from a comprehensive brand strategy that was in line with the ambitions of Johann Jacobs Haus, through naming and corporate design development, to packaging design and launch communications.
The goal of the strategic collaboration was to create a new brand that combines the coffee experience of Johann Jacobs Haus with its expertise, know-how and innovative spirit, and makes it accessible to everyone.
Pleasure, passion, accessibility, quality and expertise are the cornerstones of the Rubiac brand positioning. Rubiac appeals to people who already have an in-depth knowledge of coffee, as well as to those who appreciate high-quality coffee enjoyment. It invites you to immerse yourself in the fascinating world of coffee specialities and discover fantastic new coffees.
The brand name Rubiac is rooted in the coffee plant family (botanically Rubiacea). Short, powerful and modern, the word “maniac” captures the enthusiasm that drives coffee lovers. It describes the passion and dedication that drives Johann Jacobs Haus and wins over coffee connoisseurs.
The illustration of the brand and packaging design was created in collaboration with Hamburg-based artist Ralf Nietmann. The playful and affectionate illustration style is refreshing, warm and unmistakably Rubiac. A visual innovation in the coffee market – stylish illustrations for premium products of the highest quality.
