Our collaboration with Carolina Coldbrew focused primarily on enhancing shelf presence ahead of larger big chain stores & their cold-brewed coffee offerings. To do so, we crafted a narrative focused on a locally produced product that gave back globally, centered around the farm & the bean.
During discovery, we landed on a blue & tonal blue to represent the brand's NC origins, a one-color logo seal, and cartography elements to indicate the origin of the bean. We also centered around two potential slogans; the main slogan, 'Make your Mornings Matter,' and the global give-back slogan 'We start and end with the bean'.
One key challenge presented itself to us during development: remain agile during the exploration phase and proofing sessions where the client saw the potential to drive the brand in a different direction. By labeling their product 'Slowbrew', the specialty approach to brewing their beverage was brought front and center. This also allowed us to move away from the local/global angle and potentially improve shelf presence.
By setting up our design system in a modular way, we were able to adapt our letting to the new wordmark and shift the label design to include some key messaging. Sadly, the core Slowbrew team shifted focus and the project was temporarily halted. However, we are confident we will be seeing some Slowbrew hit the shelves sometime in the near future.