Black Idol

Black Idol is a functional coffee enriched with green tea polyphenols, available in two varieties: Super Antioxidant and Fat Burner.

Although the brand had developed an innovative process for its health and wellness formulas, it struggled to establish a clear graphic positioning in the functional coffee market.

Following a study carried out with the Dreamcentric agency, which proposed three distinct positioning concepts, I was tasked with developing visual directions for each of these axes, in order to explore different brand territories and potential graphic universes.

Concept 1

Pitch: An approach based on the protective power of polyphenols — a protective aura with numerous benefits.

Emotional benefit: Vitality, energetic protection — polyphenols are a source of life; their consumption revives an organism that is oxidizing, slowing down, or stagnating.

Consumer insight: Coffee is by your side every day; it structures your daily life through moments of disconnection and sharing.

After each cup, you move forward again, full of energy. Each of our capsules takes you even further, delivering to your body the active ingredients (from green tea) it needs to fight against the effects of time and the harmful consequences of a hectic lifestyle.

Your coffee boosts your vital defenses, supporting you every step of the way.

Concept 2

Pitch: An approach based on lightness and purification — freeing the body from toxins, unhealthy elements, and excess weight.

Emotional benefit: Eternity through purification… a suspension of time. Polyphenols are active agents that destroy what is harmful.

Consumer insight: Your coffee is your daily sanctuary. It represents those moments of satisfaction that break the frenzy of the day and lighten your mental load.

Black Idol extends this effect by releasing polyphenols that act as purifiers, cleansing your organs. Polyphenols activate a detoxifying process in your body, eliminating harmful elements such as fats and free radicals.

After each coffee, you emerge with a lighter mind and a body freed from what is superfluous or harmful.

Concept 3

Pitch: A science-based approach to uncovering effective principles of longevity.

Emotional benefit: Decoding the origins of aging — promising to slow it down, or even to have solved the equation of aging itself.

Consumer insight: Coffee is part of your daily life; each day is punctuated by coffee moments. It represents a moment of disconnection and pleasure. It balances our time.

Black Idol goes further by reimagining coffee as a lifelong health ally. An unmatched dose of active ingredients (derived from green tea) has been incorporated into every capsule, offering your body the perfect balance to fight the effects of time and the consequences of a hectic lifestyle.

It’s no longer just about enjoying a coffee break, but about acting on your long-term health — while still feeling the effects quickly.