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Equilibrium unveils new logo, new product packaging for specialty coffee

02:36 PM August 16, 2019

Equilibrium is the Philippines’ leading distributor of a diverse range of top-quality products and innovative solutions for coffee, tea, and specialty beverages that provides the best customer experience while reducing environmental footprints

The first to establish company branches in Mindanao (2006-2007) and Visayas (2008) Equilibrium has demonstrated commitment to develop the young coffee markets in the provinces years ahead of other industry suppliers. The company currently operates in 10 key market locations all over the Philippines, with offices in Cagayan de Oro; Davao City; Cebu City; Puerto Princesa City, Palawan; Baguio City; Naga City; Pampanga; and Iloilo.

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The company prides itself for having the most number of certified coffee experts, with a total of 8 Arabica Graders and 5 Robusta Graders, and the company’s very own Chief Executive Officer, Ms. Cherry Cruz, is the first Filipina Q and R Grader and Q Processing Level 2- Professional in the Philippines.

From Left: Equilibrium’s General Manager, Ms. Beth Arriola; Torani’s Regional Sales Manager for Asia, Mr. Tommy Watt; Equilibrium’s CEO and Founder, Ms. Cherry Cruz; Equilibrium’s President, Mr. Eric Cruz.

Graders are globally-certified graders and certifiers of specialty coffees. They are certified by the Coffee Quality Institute (CQI) in the U.S.A. On the other hand, specialty coffees are coffees which garner a grade of at least 80 points or higher using the Specialty Coffee Association (SCA) International Standard Cupping Form and Procedures.

The company also makes sure that they share their knowledge with others through its internationally-affiliated school, the Barista and Coffee Academy of Asia (BCAA).

Established in 2009 as the Philippine Barista and Coffee Academy, BCAA is the first barista and coffee school in the Philippines created to upgrade the skills of the baristas and provide coffee owners with better and up-to-date knowledge in the café business. 

BCAA is also the first SCA-Certified Lab in the Philippines, currently with 3 certified labs, the most of any entity in the country.

SCA is a global non-profit organization which governs the standards of specialty coffee. It has memberships from farmers, processors, traders, roasters and coffee people. The SCA accredits Premium Laboratories in various countries for the purposes of assessing coffee standards in a neutral and calibrated environment for all coffee professionals. Such premium campuses go through a rigorous standard and approved by SCA-trained inspectors.

Equilibrium is the first to bring Q-Grading Certification class in the country, sponsoring farmers and coffee craft practitioners to uplift the industry skills and be at par with worldwide standards.

Inspired by its passion and love for coffee and support for environmental sustainability, Equilibrium Intertrade Corporation revealed its new logo and brand identity during the celebration of the World Food Expo 2019 last August 9, 2019 at the SMX Convention Center, Pasay City.

Equilibrium’s President, Mr. Eric Cruz, talks about the company background and unveils the new logo and brand identity of Equilibrium.

Equilibrium’s CEO and Founder, Ms. Cherry Cruz, presents the background and new compostable packaging of Curve Coffee Collaborators products. She also presented the projects of the company for its partner farmers and the community.

The new logo features a naturally bisected coffee bean made up of brown bean and green leaf that best represents who Equilibrium.

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The brown half stands for coffee which is the foundation of Equilibrium’s expertise. Being the beverage partner of the Filipinos for over 20 years is a testament to its unwavering service to the industry since its establishment in 1998.

The green leaf represents vitality, growth, and sustainability. The company recognizes the importance of continuous learning for the growth of not only the company but also of their clients and the industry as a whole.

The coffee bean and green leaf hints at yin yang: the symbol for the concept of dualism in Chinese philosophy, depicted at a forward slant; its movement represents dynamism and innovation. It speaks of Equilibrium’s passion for creativity and success which will always be coupled with their unwavering respect for the environment and the life of the people who work the earth. Together they create the equilibrium they always seek to achieve, where their business goals and ecological awareness are of equal importance. 

The company name is presented in bold, solid font and in block form to reinforce the idea of upright, ethical behavior and steadfastness- values that are deeply rooted in the company culture. The new logo also comes with the unveiling of a new theme line, “Stimulating the Filipino coffee industry”, which reflects the stance of a frontrunner, a game-changer, and a leader. It embodies the company’s ability to inspire and excite the industry with its products, ideas, and innovations. Equilibrium is in prime position, with the experience and expertise to move the Filipino coffee industry forward.

Regional Sales Manager for Asia of Rancilio Group, Mr. Giovanni Faravelli, presents the Rancilio Specialty.

Equilibrium also unveiled the new packaging of Curve Coffee Collaborators products.

Curve Coffee Collaborators are roasters and distributors of Philippine Specialty Coffee. As collaborators, they are proud to be able to work with various stakeholders from farmers, processors, baristas, and cafes. Their goal is to identify each bean’s potential by discovering the appropriate roasting curves that will bring out the best flavor and aroma of each coffee bean variety. The people behind Curve Coffee are coffee hunters and discoverers who relish the idea of finding new varieties from the most unexpected sources and origins.

The new packaging is made from earth-friendly packaging that breaks down into healthy compost and can be used for planting. These packaging also feature new designs that reflect the thriving Philippine coffees.

For more inquiries about Equilibrium, you may reach them thru (02) 862-30-41 to 43 or via [email protected] and visit their website at www.equilibrium.com.ph

ADVT

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