Cut-Comb Coffee

The objective of this project was to develop a food or beverage brand with an iconic mascot. I developed Cut-Comb Coffee, a chilled coffee beverage naturally sweetened with raw honey for the working man.

Deliverables

Brand Identity

Identity with a logo, color palette, and typography selection

Mascot

Face of the designed brand

Mascot Animation

5-second mascot and logo animation

Packaging Series

A series of 3 can designs

Target Audience

Primary Demographics

Age Range- 25–34
Gender- Men
Income Level- $75,000 – $100,000
Lifestyle- Professionals without much free time
Geographic Location- Suburban areas (Austin, TX, Portland, OR, New York City, NY)

Psychographics

Values- Efficiency, hustle, transparency
Motivations- Convenience, product effectiveness
Shopping Behavior- Values quality over price

Brand Connection

Emotional Needs- Validation of work, momentum, nostalgia for a subconscious escape
Communication Style- Active, punchy, humorous

Concept

My concept for this project was to create a masculine coffee brand for working men always on the go. These men are often always busy with spreadsheets and meetings that they need a pick-me-up, which is where Cut-Comb Coffee "combs" in. I created a brand that was nostalgia-driven for a slight distraction and break from all of the work hustle and noise.

Brand Identity

I selected a muted, vintage palette, with an almost sporty typographic look for some playfulness. After developing this identity, I started looking for ideas to create a quirky, always hustlin', busy-bee, to relate to the business of working men.

Mascot Development

Jolt

Jolt brings a relatable, humorous approach to the audience by sympathizing with busy professionals and building trust and emotional engagement with them.

Mascot Animation

Flat Designs

I designed my flat artwork to be placed on tallboy cans as this felt like the most logical approach to this packaging design. Busy guys need their coffee after all.

Each flavor is sweetened with raw, cut-comb, coffee and has a different coffee profile: cold brew, latte, and mocha. The way I thought about this was to approach the series for different times of day. Royal Resin Cold Brew was a strong morning coffee. Silk & Stinger was a creamy midday beverage. Finally, Midflight Mocha was for men who have to pull all-nighters to finish their work.