SCOPE OF WORK

Package design, brand development, logo design, environmental design

TIMELINE

11 weeks

Overview

For this project, I was tasked with creating a sub-brand of ready-to-drink (RTD) coffee cans for the established brand, Fuel Coffee. The objective was to help Fuel expand into a new market and attract a broader customer base. Since 2005, Fuel has been known for its high-quality, no-frills coffee, with branding inspired by vintage 1960s gas stations. I sought to carry this theme forward in the sub-brand, which I named 94 Octane.

Moodboard

PROBLEM

I was tasked with developing a sub-brand for Fuel Coffee that maintained a strong connection to the parent brand while standing out from its existing product lines. My goal was to create a brand identity and can design that would catch the eye on store shelves, encouraging customers to choose it from the refrigerator. The primary vending locations for these RTD cans would be gas stations and grocery stores.

Can Sketches

Can Iterations

SOLUTION

I drew inspiration from the vintage race car aesthetics of the 1950s and 60s, aiming to evoke a sense of speed that mirrors the energizing effect of coffee. My goal was to maintain the metaphorical connection between gasoline and coffee that Fuel Coffee established in its original branding. I explored multiple design iterations to find the most effective solution for the cylindrical shape of the can, all while ensuring compliance with FDA labeling guidelines.

CATEGORY