SPECIALTY COFFEE

Objective

Align brand’s image with specialty coffee experience and price point.

Solution

The new image delivers the gourmet experience to baristas and consumers via the use of proprietary elements and details:
• A “signature” logo that conveys ownership;
• A unique diecut, distinctive in the category;
• The swirling background pattern, derived
from the action of the flavor in the coffee;
• Discerning use of metallic ink to emphasize
premium quality;
• Custom illustrations for flavor designation.
Segmentation for three product lines was achieved with color coding.