FCB asked us to help revive their Gevalia client's brand. They used to own the coffee market, but the rise of Starbucks and coffee culture in the past decade had eroded their market share. The over use of direct mail tactics had diluted their brand and made them known as "The Free Coffee Maker People." We started by repositioning their messaging: COFFEE FIRST. We elevated the design by making it feel more contemporary to appeal to a younger market. The look is bold and modular, mixing modern & vintage imagery with smart, coffee-centric writing. Cutting down on their DM and relaunching with an integrated campaign was just the jolt of caffeine Gevalia needed.
Deliverables: brand identity, print & online advertising, direct mail, widget, microsite, HTML e-mail, magazine, packaging, promotional items
