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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Canada
Agency Extreme Group
Creative Director Chris Hall. Matt Syberg-Olsen
Copywriter Matt Hubbard
Illustrator Mike Schonbeger
Released February 2010

Credits & Description

Category: Non-Alcoholic Drinks
Date of First Appearance: Feb 12 2010 12:00AM
Entrant Company: EXTREME GROUP, Halifax, CANADA
Chief Creative Officer: Shawn King (Extreme Group)
Creative Director: Matt Syberg-Olsen (Extreme Group)
Art Director: Mike Schonbeger (Extreme Group)
Copywriter: Matt Hubbard (Extreme Group)
Illustrator: Mike Schonbeger (Extreme Group)
Media placement: Coffee Packaging - E-Commerce Website - 16 February 2010

Describe the challenges and key objectives
In the last couple of years, the premium coffee market in Canada has exploded. From retail outlets like Starbucks and Second Cup, to at-home brands like Kicking Horse and illy, there was no shortage of competition. As a small roaster with limited budget and resources, our main objective was to cut through and be seen. We decided to target the online generation of young, male, premium coffee drinkers to create a brand that they could not only feel good about drinking and recommending to their friends, but one that also provided a memorable and engaging experience to go with it.

Describe the brief from the client
With no existing brand name, identity or packaging, we were tasked with introducing a rare type of Caribbean coffee bean into Canada.

Describe how you arrived at the final design
Playing off the exclusivity of the beans, as well as the addictive nature of the product itself, we decided to turn what most already consider their #1 vice into a high-end drug. Taking inspiration from drug cartels, packaging was designed to resemble a brick of narcotics and sold exclusively in kilos through an interactive website that allowed you to purchase straight from the ‘dealer’. Each cut (roast) was represented by the calling cards of our dealer (lizard, scorpion, tarantula), and was custom-made to order using craft paper, packing tape, and a resealable coffee bag on the inside for freshness.

Give some indication of how successful the outcome was in the market
After only one month in market, the coffee and the interactive, e-commerce experience that went with it was a huge success. With countless mentions in blogs, newspapers, magazines, as well as Twitter and Facebook updates, we managed to launch a new, premium coffee brand in Canada with a fraction of a budget amongst a sea of others and still stand out. So far, sales are on the increase and showing no signs of slowing down.