Creators Brew is a high-end cold-brew-specific coffee.  The coffee is severely high-quality.  The client wants to have a forward thinking customer that is community action-oriented and is passionate about cold brew.

The difficulty for Creators Brew is simply getting the name out there into the community.  Since it is a high quality product, getting customers to try it the very first time is  going to be the most difficult part of the process.  When you have a new brand, with limited coordinated marketing in the past, you have to find and shoot for the right niche to really build a clientele.

My role as lead designer started with an initial meeting to get an idea of what the largest and most glaring needs were. I was able to determine that the client was in need of 3 main changes to help the brand move forward: packaging, a website that reflects the product quality, and some social media presence.

1. Packaging – Creators brew has two different coffee varietals.  Flavors?  Anyway, the key was to matchup these coffee types and unify them with the existing branding while making them different enough to appear unique. Running with the unique names and an in-depth conversation on the client’s desires, I set out to create custom illustrations that would fit the client’s mono-line branding.

2. Website – The largest hurdle, was a functional yet poorly designed website. It was already easy and simple to navigate but wasn’t convincing of the quality (or price) story that the brand was telling.  Refreshing this to keep it simple, but also to make it feel cool, new, a little hipster, and authentic was the key.

3. Social Media – The CEO doesn’t use social media.  The goal was to create an initial push with enough content to start engaging the coffee community online, and make it interesting enough to bring followers into the fold.  The plan was to pair this with a free or reduced cost sample package to motivate buyers to purchase their first high quality cold-brew.