The challenge
In a crowded coffee category, intricate origin stories can make a newcomer work too hard. The challenge here was to make the brand welcoming at first glance, with room to discover more.
Daybreak↗
SELF-INITIATED CONCEPT
Lifestyle · Packaging & campaign
A daily ritual. An unmistakable brand.
THE EXPLORATION
A brighter kind
of everyday.
A self-initiated concept for an imagined speciality coffee brand. Warm colour, straight-talking copy, and a bold identity turn an everyday product into a small moment of optimism.
Illustrative concept only. This is not a commissioned client project, a real property or event offer, or a claim of campaign results.
The idea
Own the energy of a fresh start. A sun-inspired visual device and confident orange packaging give the concept a recognisable presence from a shelf to a phone screen.
The expression
Packaging, takeaway cups, and a flexible campaign language work as one system. The creative keeps the product central and makes the morning ritual the emotional connection.
The concept
toolkit.
- Brand concept & tone of voice
- Packaging design exploration
- Product art direction
- Social launch creative