Keurig Green Mountain is always developing new products and evolving their brand offerings, so when they asked me to develop some new package designs to take into testing, I jumped at the opportunity.
Their Tully's brand wanted to test a few ways of representing their new dark roast coffee, so I approached the challenge with three potential directions in mind. First, appealing to people drawn to the bolder coffee styles found at urban neighborhood coffee shops. Second, a focus on the craft and artisanship of coffee roasting. And third, playing off of the global region that the coffee originated from. This led to a differentiated range of conceptual directions and fun visual design options.
