Blending First Republic Heritage with Modern Simplicity

Schwarz & Budil was introduced by St. Nicolaus in 2020 for the HORECA segment, drawing on the spirit of the First Republic — an era associated with authenticity, simplicity and trust. The name plays on founder-led brands: it sounds like two surnames yet means “black” and “awakening,” reflecting the essence of coffee. Built on heritage, clarity and a touch of playfulness, the brand established a strong base in gastronomy before moving toward retail. Transitioning from HORECA to the crowded retail shelf required a packaging identity that would capture attention instantly, translate the First Republic values into a contemporary visual language, and preserve the brand’s subtle playfulness without compromising credibility. The key challenge was to create a modern retail design that embodies both heritage and simplicity, ensuring continuity with the brand’s roots while making it compelling for a wider consumer base.

Schwarz & Budil was introduced by St. Nicolaus in 2020 for the HORECA segment, drawing on the spirit of the First Republic — an era associated with authenticity, simplicity and trust. The name plays on founder-led brands: it sounds like two surnames yet means “black” and “awakening,” reflecting the essence of coffee. Built on heritage, clarity and a touch of playfulness, the brand established a strong base in gastronomy before moving toward retail. Transitioning from HORECA to the crowded retail shelf required a packaging identity that would capture attention instantly, translate the First Republic values into a contemporary visual language, and preserve the brand’s subtle playfulness without compromising credibility. The key challenge was to create a modern retail design that embodies both heritage and simplicity, ensuring continuity with the brand’s roots while making it compelling for a wider consumer base.

The Task

We turned the brand’s core values into a bold, distinctive visual identity that balances First Republic tradition with modern clarity. Typography and composition evoke craftsmanship and heritage while clean layouts and sharp contrasts ensure strong recognition in retail. A striking illustration takes centre stage, portraying Schwarz and Budil and forming a coffee cup through its negative space. Inspired by art deco posters and early 20th-century packaging, it adds humour and freshness to a conservative category yet feels contemporary rather than retro. The logo evolved from the original HORECA version, retaining its serif base for continuity but enhanced with a distinctive “&” that ties it to the illustration style. A subtle playfulness runs through the details, allowing the brand to appear traditional and credible yet with a touch of wit and lightness. The new design blends heritage with modernity, giving Schwarz & Budil a confident, distinctive retail presence. It clearly differentiates the retail line from HORECA, reaffirms the brand’s First Republic positioning, and strengthens its promise of simplicity, authenticity, and trust while creating a flexible visual system for future growth.