Seattle's Best Coffee Design & Branding SEATTLE'S BEST COFFEE BRAND ID by Creature

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Creative Director Steve Cullen
Designer Clara Mulligan, Ramon Vasquez, Brian Bosworth
Released March 2011

Credits & Description

Category: Consumer Products
Product/Service: COFFEE
Creative Director: Steve Cullen (Creature)
Designer: Clara Mulligan (Creature)
Designer: Brian Bosworth (Creature)
Designer: Ramon Vasquez (Creature)
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Media placement: Logo Suite - Brand Identity - 1 March 2011
Media placement: Business Suite - Brand Materials - 1 March 2011
Media placement: Out Of Home Advertising - Out Of Home Advertisting - 1 March 2011
Media placement: Brand Book - Brand Materials - 1 March 2011
Media placement: Website - Web - 1 March 2011
Media placement: Retail Cafes - Retail Locations - 1 March 2011
Media placement: Levels Packaging - Retail Locations - 1 March 2011
Media placement: Social Media Promotions - Facebook/Web - 1 March 2011

Describe the brief from the client
While Seattle’s Best Coffee had been around for 40 years, their unaided awareness levels were less than 8%. This required a complete overhaul of a tired brand – a new logo, packaging and website, redesigned retail space and an awareness campaign. All positioned around that one bright spot you have each and every day – your cup of coffee. Seattle’s Best Coffee is a dedicated to creating bright spots everywhere—bright colours, bright attitude, energetic engagement. Rather than beans or origin, it’s about finding a great cup of coffee wherever you are and wherever you could use that bright spot.

Describe the challenges and key objectives
The key objective was to move premium coffee out of the café and into the street, and completely democratise the premium coffee experience. In the end, to do nothing short of creating an entirely new category of coffee experience, at every point of engagement.

Describe how you arrived at the final design
We aspired to make the daily cup of coffee not a daily cheap compromise or a daily over indulgence, but rather a daily bright spot in everyway, there when you need it to pick you up even if you’re not drinking it. Everything we did was to turn the drab-ness of the category on its head. Get rid of the boring browns, the masculine focus, the regions, the roasts, the burlap, the sniffing and the organic-ness.

Give some indication of how successful the outcome was in the market
• Double-digit growth in packaged coffee sales, and 10% growth in total system sales
• +30% life in associations with key brand attributes’fun’, ‘innovative’, ‘sophisticated’, and ‘unique’ and a 2.4x lift in aided awareness
• Increase in our Facebook fanbase from 2,500 to 360,000 and counting