Darkroom Cold Brew Coffee
Category
Brand Identity
Packaging
Environmental Design
Roles
Brand Designer
Visual Designer
Tools
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Timeframe
12 weeks
(January ’24 – March ’24)
Overview
Process Coffee, a company renowned for its innovative packaging and nostalgic branding, created a sub-brand RTD coffee in a can. Named "Darkroom," aimed to extend Process Coffee's ethos into a new product line while appealing to consumers who value more refined coffee flavor profile’s from around the world.
Problem to Solve
The design goal for Darkroom RTD Coffee’s packaging was to create a sub-brand for Process Coffee which families with the parent brand’s unique identity: nostalgia for video media.
Research & Insight
After reviewing the current brand’s website, I realized that they were casual in their tone of voice and their imagery included some playful illustrations alongside skateboarding and coffee. The audience they are trying to attract is 90’s/00’s kids with a passion for VHS tapes and skate culture, merging nostalgia in the design was important.
Design Process
The development of the Film Roll idea expanded their references to video media formats. Inspired by the fusion of film photography and coffee culture, the design embraced a vibrant gradient representing different coffee roasts. The 'underexposed' and 'overexposed' cans cleverly mirrored the light and dark roast options, adding depth to the brand narrative.
Conclusion
Darkroom's final design seamlessly integrated with Process Coffee's branding, maintaining consistency while introducing a new visual identity. The packaging, reminiscent of film rolls entices consumers with its retro charm. Additionally, the Point of Purchase Display and Trade Show Booth enhanced the brand experience, immersing consumers in Darkroom's aesthetic and inviting them to explore the world of Process Coffee.
Other Projects:
Bouldering Project Rebrand
Ride Snowboards
Sports Motion Graphics
Darkroom Cold Brew
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Seattle, WA