Bold brewing company reinventing the 'black coffee' experience with ultra-smooth coffee concentrate.
Beardmans Cold Brew Coffee
In today’s consumption of coffee, many associate strong, black coffee to have a bitter/ acidic taste. Beardman’s Cold Brew Coffee aims to reinvent the ‘black coffee’ experience. The goal is to prove that an individual can enjoy black coffee with smooth flavor and low acidity. To achieve this flavor profile, Beardman’s grinds their special coffee bean recipe directly before brewing to provide the best flavor. The brewing elapses for 26 hrs as they ‘cold brew’ at room temperature until the beans reach a concentrated liquid.
Customization of the coffee can be done by adjusting the amount of water in Beardman’s to an intensity of flavor one desires. Additionally, adding creamer, milk, sugar can further alter the coffee flavor. What sets Beardman’s apart from competing coffee companies is that their ultra-smooth coffee concentrate speaks for itself and the coffee is just as bold as the company.
The current branding, packaging, and art direction for Beardmans Cold Brew was not successful. There was no solid identity and trademark for the company, which, resulted in a loss in their marketing and sales production. The intention for the company was for it to be bold, however, it was not properly being portrayed. Therefore, the solution was to create a new brand identity throughout--that could do just that.
This would be represented with a new logo, unique graphics, and bold typography. Hence, reflecting the bold personal that their company embodies, and attract consumers more efficiently.
For the brand identity, a new simplified 'beardman' was rendered with sharp edges/ lines, balanced with a narrow, bold typeface, and a hint of color. Within it, 3 colors were chosen for the logo variations: Black to represent the bold coffee concentrate. Orange to symbolize the company's local Arizona sunsets. White was added in the secondary logo (black & white) version for easy translation across print .
Futura Std Condensed Extra Bold
- Uppercase -
Futura Std Condensed Extra Bold Oblique
- Uppercase -
Futura Std Condensed Bold
Black & White
To hold the coffee concentrate, glass bottles were chosen to keep it fresh. There are 3 concentrates: Original Brew, Mocha Brew, and Vanilla Brew. Each bottle is designed to attract consumers by the graphics, color, and layout on it. They are based on the color palette and stand out with pattern, color, and bold type.
Since, each bottle is brewed and packaged by hand, the bottle labels have empty spaces for each brew name, brew date, and expiration date. This is so, consumers can see that Beardmans is fresh, hand-brewed concentrate & for product brewing reference.
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Mocha Brew Label
Original Brew Label
Vanilla Brew Label