Heartland Foods Coffee Branding
Heartland Foods wanted to augment their Cold Brewed Coffee offerings with a new brand designed to appeal to young coffee drinkers. Overwhelmingly, we discovered that these consumers prefer pod coffee, so I explored the research showing the habits and preferences of the sector.
Heartland had already developed a handful of brand names that they would like to explore to see what personalities and messaging would arise from different solutions.
STORY EXPLORATION
Phase One consisted of discovering what personality the brand could feature, and what cues would most intrigue the consumer. Combing through both primary and secondary research, I identified insight that I synthesized into possible brand stories that could be tested with focus groups.
Each story had a corresponding personality write-up oand mood board to showcase a visual example of he tone and voice each story could emulate.
PACKAGING EXPLORATION
Once a story line had been identified, I examined a wide variety of design approaches that the packaging could take, as well as exploring logos, communication, and branding opportunities.he brand narrowed the broad design exploration to a handful of feasible option which I refined, and began to design the remaining details of the design system, like flavor variations, pod lids, instructions, and UPC options.
BRANDING REFINEMENT
At the same time, I was refining the branding story and properties in preparatioon for the branding book publication. I explored multiple directions, mostly to prove what we didn't want to see as much as what worked for the brand.
BRANDING BOOK
To complete the project, I produced the brand book to define the direction and establish guide rails for future exploration. It was important the the guide presented itself in not only an easy-to-understand manner, but also in a way that reflected the fun and dynamic out-going character of the brand itself.
